슈퍼마켓 볼런터리체인에서 상호의존, 집단주의, 비전제시가 집단응집력에 미치는 영향과 집단응집력의 유효성: 협조관계론 관점 (The Influence of Interdependence, Collectivism, and Vision Suggestion on Group Cohesiveness in Supermarket Voluntary Chain and the Effectiveness of Group Cohesiveness: in the Perspective of Collaborat)

서지정보

· 발행기관 : 한국마케팅학회
· 수록지 정보 : 마케팅연구 / 28권 / 5호 / 39 ~ 64페이지
· 저자명 : 염민선

초록

동네슈퍼마켓의 경쟁력을 강화하기 위한 방안으로 조직화, 협업화의 필요성이 대두되고 있지만, 이에 대한 연구는 아주 미미한 실정이다. 특히, 자유로운 경영활동이 보장되면서 규모의 경제부터 오는 혜택을 누리고자하는 독립 소매상인들의 성향을 반영한 조직 형태인 볼런터리체인(voluntary chain)을 다룬 연구는 거의 없다.
이에 본 연구는 영세한 독립 슈퍼마켓이 급변하는 시장환경에 대응하고 장기적인 성장을 도모하기 위해서는 규모의 경제를 실현할 수 있는 조직화, 협업화가 필수 불가결하다고 보고, 볼런터리체인 본부와 체인 구성원들과의 관계 구조를 협조관계라는 측면에서 살펴봄으로써 장기적이고 협조적인 관계의 전략적 시사점을 모색하고자 하였다. 구체적으로는 상호의존, 집단주의, 비전제시가 집단응집력에 미치는 영향과, 집단응집력이 조직성과인 효율성과 장기향성에 미치는 영향을 살펴봄으로써 집단응집력의 유효성을 평가하고자 하였다.
분석결과, 상호의존성, 집단주의, 비전제시는 볼런터리체인 조직의 집단응집력에 정(+)의 영향을 미치는 것으로 나타났고, 집단응집력은 효율성과 장기지향성에 유의한 영향을 미치는 것으로 밝혀졌다.

영어초록

For the purpose of reinforcing competitiveness of supermarket in town, the necessity of systemization and collaboration has been raised, but research on this has been rare. Especially, as free business activity was guaranteed, research on voluntary chain, a systemic formation which reflects the tendency of independent retail dealers who want to benefit from scale of economy, is hard to find.
Thus, this research defines interdependence relation equivalent to the continuation of business relation as collaborative relation and expands the range of collaborative relation theory previously discussed in channel research from manufacture-distribution level to voluntary chain headquarter-affiliated store level.
The purpose of this research is to evaluate strategic implication of long-term and collaborative relation by understanding voluntary chain's relation between headquarter and members as collaborative relation as systemization to realize scale of economy is indispensable for small independent supermarkets to respond to rapidly changing market environment and to aim for long-term growth. Especially, as systematic combination is important for supermarket's voluntary chain to increase systematic achievement and secure long-term competitive superiority, it is defined as the concept of group cohesiveness which means the cohesiveness of the system.
Specifically, the research aims to investigate the influence of interdependence, collectivism, and vision suggestion on group cohesiveness and the effectiveness of group cohesiveness by looking at the influence of group cohesiveness on efficiency and long-term directivity, which are achievements of the system.
As a result of analysis, interdependence, collectivism, and vision suggestion give positive influence on group cohesiveness, and group cohesiveness give significant influence on efficiency and long-term directivity.
The result of this research suggests that for voluntary chain, a system of small independent retailers, to improve systematic achievement and secure superiority in competitiveness, it is necessary for them to understand that they are group bound together by a common destiny and they should reinforce complementary cooperation in order to increase the overall cohesiveness of the system.

참고자료

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