창업기업 기업가적시장지향성이 경쟁우위성과에 미치는 영향: 동적역량, 제품개발품질의 순차적 매개효과

Purpose: The purpose of this study is to find antecedent variables that can enhance the competitive advantage performance of startups, establish a causal relationship, and verify it. The variables selected were entrepreneurial marketing orientation, dynamic capabilities(sensing capabilities, seizing capabilities, and, transforming capabilities), and new product development quality. Research design, data, and methodology: A 402 questionnaire self-report method was conducted on the founders/teams of startups. Descriptive Statistics, Common Method Bias were analyzed by SPSS 24. And, Path Effect (Direct Effect) was analyzed by smartPLS 3. Finally, Sequential Mediating Effect was analyzed by MACRO PROCESS. Results: As a result of the verification, it was found that there was a statistically significant positive effect between each variable. Entrepreneurial marketing orientation affects dynamic capabilities significantly, dynamic capabilities affect product development quality significantly, and product development quality affects competitive advantage performance significantly. And there is a significant sequential mediating effect of dynamic capabilities and product development quality between entrepreneurial marketing orientation and competitive advantage performance. Implications: This study introduced an explorative concept of entrepreneurial marketing orientation in the field of startup research. As a result, we confirmed that entrepreneurial marketing orientation, dynamic capabilities, and product development quality can be effective in Korean startups. Therefore, startups that want to have a competitive advantage performance should build entrepreneurial marketing orientation, dynamic capabilities, and product development quality.