중소기업의 시장 지향 전략을 통한 혁신성 구현과 경영 성과

In a market where technology is becoming increasingly more equalized, achieving a competitive advantage through technology is growing more challenging. Accordingly, the most important step for compa- nies to take to continuously maintain a competitive advantage is to gain insights into the needs and wants of their target customers. Although most studies on market orientation have been focused on large enterprises, this study intends to discuss market orientation targeting small- and medium-sized enterprises (SMEs) that play an important role in the domestic economy. This study was conducted to determine whether the market orientation of SMEs affects firm performance through product and service innovation. A total of 300 phone interviews were conducted with CEOs and executives of SMEs at well-known research institutes in Korea. As a result, market orientation was analyzed as a complete mediator that does not directly affect business performance but significantly affects firm performance through innovation. In addition, the differ- ence according to the degree of corporate social responsibility (CSR) was also found to have a significant effect on innovation. Therefore, the market orientation of SMEs can achieve excellent firm performance by continuously providing innovative products and services desired by customers, and CSR can further strengthen the competitiveness of SMEs.