원문정보
초록
영어
This study explores the relationship between the characteristics of marketing and performance in technology based start-up companies. Start-up companies have different characteristics of marketing activities compared to existing companies.
Therefore, it is worth studying marketing characteristics of start-up companies and existing companies separately. This study showed that three factors among marketing characteristics, the degree of utilizing marketing experts, pursuing innovative distribution channels, and targeted market selection and operations, significantly affect the financial performance of start-up companies.
In addition, three factors of the degree of utilizing a marketing experts, pursuing innovative distribution channels, and use of information technologies have significant effects on the qualitative performance of marketing activities such as increasing customer satisfaction and improving the preferences on the product or service.
목차
Ⅱ. 이론적 배경
2.1. 창업기업의 경영성과
2.2. 창업기업의 마케팅
2.3. 연구모형 및 가설설정
2.4. 변수의 조작적 정의
Ⅲ. 실증연구
3.1. 연구방법 및 범위
3.2. 실증분석결과
Ⅳ. 결론
4.1. 연구결과의 요약 및 토론
4.2. 향후 연구 과제
참고문헌