본 연구는 벤처기업이 진입하려는 시장의 환경에 따른 전략의 선택이 벤처기업의 성과에 미치는 영향을 분석하고 벤처기업이 추구해야할 전략의 대안을 찾고자 한다. 가격과 촉진경쟁의 차별적 상황 즉, 가격경쟁(High, Low)/ 촉진경쟁(High, Low)의 환경에서 벤처기업의 전략적 선택을 검증하였다.
This study empirically examines the profit impact of different strategies under different types of competition: price competition, promotion competition, high intensity price-promotion competition. And the result of this study is appeared that in the case of the market entry of a venture business there is a critical relationship between market competition and the goal of a firm. Also established is that the goal of a firm has a significant correlation with a strategic behavior in the market.
