Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
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The Effect of Adversity Quotient of Small business CEOs on Customer Orientation: Mediating Effect of Entrepreneurial Orientation

소기업 CEO의 역경지수가 고객지향성에 미치는 영향: 기업가지향성의 매개역할

  • Ku, Woongmo (Dept. of Technology Entrepreneurship, Graduate school in Dongguk University)
  • 구웅모 (동국대학교 기술창업학과)
  • Received : 2020.01.07
  • Accepted : 2020.06.04
  • Published : 2020.06.30
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Abstract

This study aimed to derive theoretical and practical implications by analyzing the relationship between adversity quotient, entrepreneurial orientation, and customer orientation, which are the internal competency of start-up entrepreneurs affecting the performance of a small business CEO. As in previous domestic studies, we deviated from analyzing internal competency as a single-dimensional functional relationship to business performance, and attempted to explain the relationship between the internal competences of start-up entrepreneurs. Empirical analysis was conducted by setting the adversity quotient as an independent variable, the entrepreneurial orientation as a parameter, and the customer orientation as a dependent variable. As a result of the analysis, first, it was found that control and ownership, which are sub-elements of adversity quotient, have a positive effect on entrepreneurial orientation and customer orientation. Second, entrepreneurial orientation was found to have a positive effect on customer orientation. Third, it was found that only the ownership of the adversity quotient had a positive effect on customer orientation through the mediating effect of entrepreneurial orientation. In other words, it was found that the entrepreneur's ownership influences customer orientation through entrepreneurial orientation. On the other hand, endurance, sub-element of adversity quotient, was found to have no significant effect on entrepreneurial orientation and customer orientation. This means that in the rapidly changing New Normal era, endurance of entrepreneur can no longer have a large impact on entrepreneurial orientation and customer orientation. This study gives implications for the entrepreneur's competencies that must be developed first and the tendency to be developed together. Furthermore, it can be helpful in policy designing start-up support programs and guidelines for investors' investment standards.

본 연구는 소기업 CEO를 대상으로 기업의 성과에 영향을 미치는 창업기업가의 내적역량인 역경지수, 기업가지향성, 고객지향성간의 관계를 분석함으로서 이론적, 실무적 시사점을 도출하고자 하였다. 기존의 국내 선행연구들처럼 내적역량을 기업성과에 대한 단일 차원의 함수관계로 분석하는데서 벗어나서, 창업기업가의 내적역량들 사이의 관계를 설명하려고 하였다. 역경지수를 독립변수, 기업가지향성을 매개변수, 고객지향성을 종속변수로 설정하여 실증분석을 하였다. 분석결과는 첫째, 역경지수의 하위요소인 통제력과 주인의식은 기업가지향성과 고객지향성에 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 기업가지향성은 고객지향성에 정(+)의 영향을 미치는 것으로 나타났다. 셋째, 역경지수의 주인의식만이 기업가지향성의 매개를 통해 고객지향성에 정(+)의 영향을 미치는 것으로 나타났다. 즉, 창업가의 주인의식은 기업가지향성을 통해 고객지향성에 영향을 미치는 것으로 밝혀졌다. 한편, 역경지수의 하위요소인 지속성은 기업가지향성과 고객지향성에 유의한 영향을 미치지 않는 것으로 나타났다. 이는 급변하는 뉴노멀 시대에서 창업가의 지속성은 더 이상 기업가지향성과 고객지향성에 큰 영향을 미치지 못하는 것을 의미한다. 본 연구는 창업기업가의 역량 중에서 우선 개발해야하는 역량이 무엇이고 함께 개발되어야하는 성향이 무엇인지에 대한 시사점을 준다. 나아가 정책적으로 창업지원 프로그램 설계 및 투자자의 투자기준의 가이드라인 설계 시 도움이 될 수 있을 것이다.

Keywords

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