해외 마케팅 제휴 파트너 선택 요인에 관한 실증연구: 미국 바이오테크 기업을 중심으로

This study focused on an empirical analysis of the causal relationship between factors affecting technology/product owners’ partner selection for cross-border marketing alliances between U.S. biopharmaceutical firms and foreign marketing partners. The analysis was performed from the perspectives of major strategic alliance theories, including Transaction Cost Theory, Strategic Behavior Theory, Resource-Based Theory, and Capability-Based Theory. For this study, cross-border alliances between US biopharmaceutical firms and foreign partners were investigated using the Securities Data Company(SDC) database. Out of these, 51 cases of marketing alliances were extracted, and a total sample of 2,601 dyad data(51 US biotech firms paired with 51 foreign marketing partners) was analyzed. The factors influencing marketing alliances between US biopharmaceutical firms and foreign partners were defined as independent variables, including IPR, Familiarity, Business similarity, Foreign firm’s influence, Organization, Country risk, and Pharma market. Control variables were defined as past technology/product-related transactions and alliances between the US biotech firms and other firms, as well as the listing status of the foreign partner. The dependent variable was the occurrence of a marketing alliance. The results of the binary logistic regression analysis showed a statistically significant and positive correlation(causal relationship) between familiarity, business similarity, and the probability of marketing alliance occurrence. This corresponds to the Transaction Cost Theory from prior research, indicating that in the industry, there is a tendency to pursue strategic marketing alliances with familiar partners who have formed trust through past partnerships and who have similar business profile. The results of this study suggest to business development managers that, from a transaction cost perspective, forming partnerships with firms have high business similarity and then developing strategic marketing alliances with partners whose credibility has been well validated through prior strategic partnerships could be beneficial for technology commercialization and corporate value.