earticle

영어

This paper analyze the moderating effect of cultural factors on performance and alliance strategy. The purpose of this study is to analyze the effect of national cultural factors and type of alliance orientation (technology-oriented alliance, market-oriented alliance) on alliance performance. To analyze this study, a survey was conducted on companies that have partnerships with foreign companies. To verify this research model, we collected data from international alliance companies. The research has shown that the national cultural factors have a significant impact on the type of alliance and the performance of companies. This study can provide meaningful implications for international companies to achieve better performance by identifying appropriate cultural traits and types of alliances for partnerships.