기업가적마케팅 활용을 통한 조직의 지속가능성 탐색

Abstract

Increasing uncertainty in the environment and rapid technological chang requires a new approach to responding to organizational sustainability. In this vein, the purpose of this study is to determine how the utilization of networking resources, opportunity focus, innovativeness, risk-taking, value co-creation and pro-activeness, which are sub-elements of entrepreneurial marketing, affect organizational sustainability. For the research subjects, a survey was conducted targeting public medical institutions under government control, and the final 230 copies were used for analysis. According to the analysis results of this study, first, it was confirmed that networking resources, innovativeness, and pro-activeness, which are sub-factors of entrepreneurial marketing, have a significant positive effect on organizational sustainability. Second, the risk-taking sub-dimension of entrepreneurial marketing was found to have a negative effect on organizational sustainability. Third, it was confirmed thatsustainability. opportunity focus and value co-creation, which are sub-factors of entrepreneurial marketing, did not have a significant effect on the relationship between organizational Based on the analysis results, academic and practical implications are presented.