기업전략이 신생기업의 기업성과와 브랜드 이미지에 미치는 효과분석

초록

358 firms are newly listed to 2003 Fortune 500 in the comparison with 1993 Fortune 500. We focus on 103 startups that were founded after 1945 in particular. They are defined as rapid-growth startups. We are intended to examine how some strategic behaviors such as niche market creation, diversification, and foreign expansion have contributed their remarkable performance. Two main questions are proposed. First, which one among three strategic behaviors has the largest impact on the performance of rapid-growth startups. Second, Do entry mode, i.e. startup, subsidiary, M&A, joint venture, and spinoff, affect firm performance differently? According to main findings, all three strategic behaviors are turned out to be significant and niche marketing and foreign expansion have larger effects. The startup entry show better performances. The role of three strategic behaviors on brand power is tested as well using 2004 Fortune's Most Admired Firm Index. According to probit analysis, niche marketing has a significant and positive effect on the brand power of rapid-growth startups but diversification turns out to have a negative effect.

키워드