창업지원서비스와 시장지향성이 기업성과에 미치는 영향: 혁신역량의 매개효과를 중심으로

This study analyzed the impact of entrepreneurship support services and market orientation on corporate performance, drawing on resource-based theory to identify key factors for improving the performance of startups. It also empirically verified the mediating effect of innovation capacity in the relationship between these variables. Startups can secure a competitive advantage by effectively leveraging external support and internal strategic attitudes in situations with limited technology and resources. This study constructed a research model in which government and private institutions' entrepreneurship support services and the startup's market orientation were set as independent variables, internal innovation capacity as a mediating variable, and final corporate performance as the dependent variable. To this end, a survey was conducted with startups located at major startup support organizations nationwide, and the collected data was analyzed using structural equation modeling. The results revealed that entrepreneurship support services had a significant direct positive effect on corporate performance. While market orientation had no direct effect on corporate performance, it had an indirect effect mediated by innovation capacity. Furthermore, market orientation significantly impacted the strengthening of innovation capabilities, which were validated as internal core competencies that positively impacted corporate performance. Conversely, startup support services did not significantly impact innovation capabilities, rejecting the mediating effect. This study suggests that market-oriented strategies and strengthening innovation capabilities are key to enhancing the performance of startups.