창업기업의 시장 지향성이 해외시장 적응능력과 수출성과에 미치는 효과에 관한 연구: 창업보육센터 입주기업을 중심으로

Purpose - This study aims to establish strategies related to market orientation, which is one of the strategic orientations of companies in early start-ups, and to draw implications that can be used for overseas market entry. Design/Methodology/Approach - In this study, to study the effect of market orientation of Start-up companies on overseas market adaptation ability and export performance, 219 export Start-up companies were used as the research object to test the hypothesis. Findings - The summary of the results of this study is as follows. First, it was found that the sub-factors of a company’s market orientation, such as customer orientation, competitor orientation, and inter-functional coordination capacity, had a statistically significant effect on the ability to adapt to overseas target sites. Next, it was found that the higher the ability to adapt to the overseas target market, the more significant the export performance. Research Implications - This study intends to proceed with research by adding variables of the company’s strategic orientation other than the market orientation.