기존문헌들에 의하면 전사적인 차원에서 이루어지는 시장지향적 조직행위를 통해서 기업은 우수한 성과를 창출할 수 있다는 점이 확인되었으나, 경쟁우위와 관련된 연구는 찾아보기 어렵다. 또한, 다양한 선행변수들에 대한 논의도 상당히 이루어지고 있는 실정이지만 시장지향적 조직행위를 가능하게 하는 가장 중요한 요소라 할 수 있는 조직문화의 구체적 내용을 다루고 있는 연구는 미흡하다. 이에 본 연구에서는 시장지향적 조직문화와 조직행위의 관계를 살펴보고 궁극적으로 이러한 조직문화와 행위가 수출기업의 경쟁우위와 우수한 성과를 창출하는데 어떠한 역할을 수행하는가를 밝히고자 하였다. 이를 위해 다양한 관련 문헌들에 대한 검토를 바탕으로 시장지향적 조직문화, 조직행위, 경쟁우위, 수출성과 사이의 관계를 중심으로 하는 연구모형과 연구가설을 설정하였다. 연구가설의 검증을 위해 수출기업을 대상으로 설문조사를 실시하였으며, LISREL을 활용하여 실증분석을 실시하였다. 그 결과, 연구가설에서 지적한 바와 같이, 시장지향적 조직문화는 시장지향적 조직행위를 가능하게 하는 중요한 요인으로 역할한다는 점을 확인하였다. 또한, 시장지향적 조직행위의 결과 수출기업은 경쟁우위를 창출할 수 있는데 구체적으로 현지시장에서의 감지능력과 반응능력을 크게 향상 시킬 수 있음을 보여주었다. 이러한 연구결과는 시장지향성을 강화시킴으로써 우수한 경쟁우위와 성과를 창출하고자 하려는 기업들에게 시사하는 바가 크다. 전사적 관점에서 시장지향적 행위를 활성화시키기 위해서는 먼저 그러한 행위를 가능하게 하는 가치관, 사고, 비젼을 모든 조직 구성원들이 인식하고 공유하도록 노력해야한다는 점이다. 특히, 시장지향적 조직문화인 고객지향성과 경쟁자지향성의 개념을 이해하고 그 중요성을 인식하도록 교육할 필요가 있다.

Many previous researchers have pointed out that market oriented activities are an important determinant of market sensing and responding capabilities and it will provide resultantly superior performance. Since the importance of market orientation's role have been recognized, various studies have been conducted in many areas like marketing, strategic management, and MIS. Even though the benefits of market orientation have been recognized for several years, empirical studies have not been conducted enough. Especially, there has been a few studies that treated the relationship between market oriented organizational culture, behaviors, and firm's performance. So authors tried to examine the impact of market oriented organizational culture on organizational behavior. And we attempted to disclose the role of market oriented behaviors in the process of increasing export performance via the competitive advantages such as market sensing and responding capabilities. For this goal, the authors investigated widely and deeply the related researches. These wide and deep examination of the previous studies made it possible for the authors to design a research model and to propose hypotheses. To empirically test the proposed model and hypotheses with LISREL, we collected Korean export firms' data. According to the empirical results, Korean export firms can get competitive advantage(market sensing and responding capabilities) and superior export performance by activating market oriented behaviors. As expected, market oriented organizational culture should be established prior to activation of market oriented behaviors in all areas.

Many previous researchers have pointed out that market oriented activities are an important determinant of market sensing and responding capabilities and it will provide resultantly superior performance. Since the importance of market orientation's role have been recognized, various studies have been conducted in many areas like marketing, strategic management, and MIS. Even though the benefits of market orientation have been recognized for several years, empirical studies have not been conducted enough. Especially, there has been a few studies that treated the relationship between market oriented organizational culture, behaviors, and firm's performance. So authors tried to examine the impact of market oriented organizational culture on organizational behavior. And we attempted to disclose the role of market oriented behaviors in the process of increasing export performance via the competitive advantages such as market sensing and responding capabilities. For this goal, the authors investigated widely and deeply the related researches. These wide and deep examination of the previous studies made it possible for the authors to design a research model and to propose hypotheses. To empirically test the proposed model and hypotheses with LISREL, we collected Korean export firms' data. According to the empirical results, Korean export firms can get competitive advantage(market sensing and responding capabilities) and superior export performance by activating market oriented behaviors. As expected, market oriented organizational culture should be established prior to activation of market oriented behaviors in all areas.

Market Orientation, Organizational Culture, Organizational Behavior, Export Performance