국내 외식기업의 해외시장 진입모드 선택에 대한 거래비용, 제도 및 문화의 영향

초록

Internationalization and entry mode choice of service companies have mattered in international business research for a long time, but the empirical studies for the entry mode choice of Korean service companies have been rare. Using the Korean government data and IMD’s World Competitiveness Yearbook, we analyze the influences of transaction cost, institutional, and cultural variables on the entry mode choice of Korean food service firms to the overseas market. Entry mode, the dependent variable, consists of investment, alliance, and transaction modes according to the order of control level, and hypothetical determinants, the independent variables, consist of asset specificity, opportunism, institution for the protection of intellectual property rights, and culture of Korean wave. Adding firm size and international experience as the control variables to the model, we analyze the hypotheses by ordinal logistic regression. The results support the hypotheses for institution and culture as well as two control variables: Poorer institution for the protection of intellectual property rights, stronger influence of Korean wave culture, larger firm size and longer international experience are forecast to raise the likelihood of choosing higher control mode of entry. Further researches including performance analysis are expected to give more insights into the service companies that are preparing to enter into the global market.

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