본 연구의 목적은 현지 시장 지식과 지식의 원천인 네트워크를 유형화하고, 지식 유형과 네트워크의 적합성을 제안함에 있다. 더불어 지식 이전 연구에서 중요한 요소인 사회적 자본의 세 가지 차원(구조적, 인지적, 관계적) 을 고려하여 사회적 자본이 현지 시장 지식의 획득과 이전에 어떠한 영향을 미치는지 살펴본다. 따라서 이를 위 해 첫째, SSCI 급 경영 전문 국제 학술지 7종에 게재된 지식의 유형과 관련된 논문을 탐색하고, 현지 시장 지식 의 유형을 4가지로 도출하였다. 둘째, SSCI 급 경영 전문 국제 학술지 7종에 게재된 네트워크 유형과 관련된 논 문을 탐색하고 이를 4가지 유형으로 나누어 특성을 도출하였다. 셋째, 네트워크 유형에 따라 얻을 수 있는 해외 시장 지식의 유형을 살펴 이들 간 개념적 모델을 개발하고 적합성을 밝혔다. 그리고 해당 지식의 획득과 이전에 서 사회적 자본의 세 가지 차원이 어떠한 영향을 미치는지 영향 관계에 대한 명제를 제시하였다. 해외 시장 지식 의 중요성과 유형, 지식의 원천인 네트워크에 대해 많은 연구가 이루어지지 못한 현 상황에서, 기업의 해외 시장 진출 목적에 맞는 지식 유형을 판별하고 이에 적합한 네트워크를 구축하는 것은 해외 시장 진입에서 새로운 시사 점을 제공한다. 또한, 해외 시장 지식의 획득과 이전에서 적절한 사회적 자본을 이용하는 것은 기업의 해외 시장 진출과 성과에 대해 많은 경영적 시사점을 줄 것으로 기대한다.

While the necessity of closing the marketing capabilities gap is an important issue, little is known about the mechanisms that enable firms create and refine marketing capabilities to market new products. Although it is suggested that market knowledge enables firms to create and refine marketing capabilities, little is known about why some firms are better at generating market knowledge or the extent market knowledge development impacts marketing capabilities. We advance the literature by showing that the development of market knowledge through internal processes is not sole or main foundation, external ties are also required to facilitate closing the marketing capabilities gap. Building on the literature on organizational ambidexterity, relational governance, and positional advantages, we examine the extent that external ties facilitate the effect of the firm’s market knowledge development processes (MKD) on exploratory and exploitative marketing capabilities. We use the positional advantage principle (Day & Wensley, 1988) to uncover the path that exploratory and exploitative marketing capabilities drive new product success through. Data from a sample of 169 industrial firms using a multi-informant design shows that the interplay between MKD and external ties provide the foundation to build exploratory and exploitative marketing capabilities to successfully market new products. Given the differences in the nature (e.g., goal convergence, longevity) and knowledge embedded in business and political ties, we draw attention to the different impacts that business and political ties have in helping to build exploratory and exploitative marketing capabilities. Our findings reveal that business ties promote the positive effect of MKD on exploitative marketing, indicating that business ties promote a firm’s capacity to improve its existing marketing routines. Political ties, however, enhance the positive effect of MKD on exploratory marketing, indicating that political ties provide support required to create new marketing initiatives (e.g., new distribution channel). Further, we show that distinct positional advantages, differentiation and cost efficiency, help explain how exploratory and exploitative marketing capabilities may be more or less effective in driving new product success. Our results suggest that while both new product differentiation and cost efficiency are significant drivers of NPP, their antecedents are different. Hence, achieving fit between the preferred positional advantage(s) and the type of marketing capabilities represents a critical determinant of new product success.

Subjective knowledge (SK thereafter) is defined as what consumers think they know, or their perceived level of knowledge (Brucks, 1985). SK influences what consumers search for, the effort that they put into searching, and the purchasing decision and choice of brands they finally make (Hadar, Sood, & Fox, 2013; Moorman, Diehl, Brinberg, & Kidwell, 2004). The existing literature on consumer knowledge development mainly argues that SK development is associated with consumers’ product related experience, such as product ownership and experience from usage (Alba & Hutchinson, 2000; Park, Mothersbaugh, & Feick, 1994). This study contributes to the literature as follows. We consider a broad market segmentation where the market consists of product owners and non-owners, The literature suggests that these two groups of consumers should have different levels of perceived knowledge due to their different product-specific experience (Park et al., 1994). Our research specifically contends that it is important to distinguish, within the group of non-owners, between those who intend to buy and those who do not intend to buy the product. Thus, this study examines how previous ownership and intention to buy, which is the goal motivation, influence the SK levels of consumers, which in turn impacts on consumers’ heterogeneous preferences for different attributes within a product category. It is contended that the motivation to learn about a product category of non-car owners who have strong intentions to buy influences what this group learns compared to those non-owners who do not intend to buy. More specifically, the research proposes to uncover how learning influences how different groups of consumers perceive their subjective knowledge and how this relationship in turn shapes their preferences, especially when we compare owners and non-owners who have strong intentions of buying a product. Therefore, we develop following research hypotheses: H1: The SK level is positively associated with the product ownership experience. H2: The SK level is positively associated with purchase intention. H3: The relationship between purchase intention and SK level is moderated by the ownership of the product. H4: Preference heterogeneity for different types of brand attributes of the product between owners and non-owners is moderated by the SK level. The empirical context that illustrates the importance of this research is the Chinese car market where the majority of consumers are first time buyers. Our research shows that the SK level is positively associated with both car ownership and purchase intention. Furthermore, the segmentation analysis finds that purchase intention has a significant effect only on non-car owners’ SK level, while the effect on car owners’ SK level is insignificant. An interesting finding is that SK development, in turn, influences consumer’s preferences for different types of brand attributes of a product. We demonstrate the role of SK in forming consumer preference heterogeneity by comparing preferences for a tangible and a non-tangible brand attribute respectively across different consumer segments. We further show how this preference heterogeneity across two consumer segments (car owners versus non-car owners) depends on their SK level. The results of this study can be generalized beyond the specific context of the empirical study of the Chinese car market when marketers are considering new products launch or launching products where the majority of consumers may be unfamiliar with the product.

지식경제시대에서 생존․성장하기 위해 기업이 가장 우선순위를 두고 준비해야 하는 것이 바로 지식근로자의 육성이다. 본 연구는 지식근로자의 중요성이 확대되고 있는 시점에서, 전체 근로자와 비교하여 지식근로자들이 일과 생활에 어느 정도 만족하는지 그 특성을 분석하였다. 또한, 지식근로와 개인특성(성별․연령별․학력별), 노동시장지위(산업별, 고용형태별, 지역별)의 상호관계도 규명하였다. 이러한 결과를 통해 우리는 일과 생활의 질에 기여하는 또 하나의 요소가 지