본 논문의 목표는 여성기업의 국제화 전략에 대한 이론적 틀을 시장지향적인 전략마케팅 관점에서 제공하고 정부의 여성 중소기업의 국제화 지원정책 방향에 대해 논의하는데 있다. 이와 함께 시장지향적 해외시장진출 전략 관점에서 여성 중소기업의 진출 유망업종으로 미용서비스업을 제안하고 여성 미용서비스업의 국제화에 대한 실태를 조사하였다. 여성 중소기업의 국제화라는 이슈에는 외국비용과 태생적 성적 차이에서 오는 한계 그리고 사회구조적 불리점 등 이중적 문제를 극복하는 전략적 접근이 필수적이다. 진출전 마케팅조사, 핵심역량규명과 정의, 진출시장과 진입방식 선정 등 일련의 시장지향적인 진출전략을 통해 여성기업의 국제화는 추진되어야 한다. 실태조사 결과는 다음과 같다. 우리나라 미용업계의 해외시장진출에 대해 여성 미용업주들은 매우 긍정적으로 평가하고 있다. 진출동기에 있어서는 국내시장의 침체에 따라 해외에서 매출액을 확보하려는 동기가 가장 큰 비중을 차지하였다. 한편, 해외진출시 정부지원과 관련하여 투자 및 경영컨설팅을 가장 우선적으로 지원받고 싶은 항목으로 지적하였다. 실태조사 분석 결과는 여성기업의 국제화에 대한 정부의 정책적 관심과 지원이 요구되고 있다는 것과 여성기업의 특수성을 반영하고 시장지향적 마케팅전략 관점에서 정책 소비자의 욕구에 맞는 방향으로 수립되고 집행되어야 한다는 것을 시사한다.

The number of firms owned by women in Korea and their importance has grown rapidly. However, the majority of their businesses, if not all of them, are small and medium in size. Therefore, they are at a great disadvantage and suffer from difficulties in the process of internationalization, due to the facts that they incur foreign liabilities, they are small and medium in size, and they are owned by women and minority. From these aspects mentioned above, this paper is to suggest that there is a need for a strategic marketing approach for any of these firms going abroad. This study investigates and analyses several issues through a survey done on cosmetic (beauty) industry, with standardized questionnaires: the scope of business, CEO's intentions for internationalization, competitiveness, and the entry into foreign markets, and governmental policies and support. Based on the analysis from the study, none of these firms have yet penetrated into the markets abroad, but half of all respondents in the survey presented a “positive” answer about internationalization of the industry. More than half of them desired advice on foreign investments and management over governmental policies and support. The results of the study show that strategic market-oriented approaches are essential and necessary to motivate women's international business activities and enhance the competitive edge for these women-owned firms in the global setting.

The number of firms owned by women in Korea and their importance has grown rapidly. However, the majority of their businesses, if not all of them, are small and medium in size. Therefore, they are at a great disadvantage and suffer from difficulties in the process of internationalization, due to the facts that they incur foreign liabilities, they are small and medium in size, and they are owned by women and minority. From these aspects mentioned above, this paper is to suggest that there is a need for a strategic marketing approach for any of these firms going abroad. This study investigates and analyses several issues through a survey done on cosmetic (beauty) industry, with standardized questionnaires: the scope of business, CEO's intentions for internationalization, competitiveness, and the entry into foreign markets, and governmental policies and support. Based on the analysis from the study, none of these firms have yet penetrated into the markets abroad, but half of all respondents in the survey presented a “positive” answer about internationalization of the industry. More than half of them desired advice on foreign investments and management over governmental policies and support. The results of the study show that strategic market-oriented approaches are essential and necessary to motivate women's international business activities and enhance the competitive edge for these women-owned firms in the global setting.

Women-owned Firms, Internationalization, Market-oriented Strategy, Beauty-salon Business