기술창업기업의 마케팅 특성과 경영성과 간의 관계에 대한 연구

Abstract

This study explores the relationship between the characteristics of marketing and performance in technology based start-up companies. Start-up companies have different characteristics of marketing activities compared to existing companies. Therefore, it is worth studying marketing characteristics of start-up companies and existing companies separately. This study showed that three factors among marketing characteristics,the degree of utilizing marketing experts, pursuing innovative distribution channels, and targeted market selection and operations, significantly affect the financial performance of start-up companies. In addition, three factors of the degree of utilizing a marketing experts, pursuing innovative distribution channels, and use of information technologies have significant effects on the qualitative performance of marketing activities such as increasing customer satisfaction and improving the preferences on the product or service.