Ϲ ±ǵ , 5-6 û Ͼ Ÿ.
̷ Ŀ 濵 Ա , , ȭ⸦ ̴.
û Ű ؼ α ٰȭ ȭ ־߸ Ѵ. ǰ Ư ̹ ˰ ֱ ̸ ̶ ϰ ̰ ȴ.
5-6 鼭 α ȭ ʿ ̴. Ʒ ϰ Ѵ.
ǥ 1. α ֱ ܰ躰 Ư¡
ܰ
Ա
ȭ
ڼ
Ȥ
ؼ Ȥ
, Ȥ
/
ﵵ
Ҽ Ȥ
Ҽ
ټ
ټ Ȥ
2) α ֱ⸦ Ű
ǰ̳ α ֱ⸦ Ű ؼ ο ôϰų ο Ȥ ǰ Ͽ ־ Ѵ. ο ǰ̳ α̶ ϴ ͵ κ ǰ Ų 찡 . , Ϻ ǻ ø ̴. űϰų ο ߱ϴ ΰ 屸 ֵ ̳ α Ͽ Ѵ. , ñⰡ Ǹ, κ ȥ Ͽ ʿ䰡 ִ. Crompton Lamb(1986) ũ̼ α ֱ⸦ Ű 2 Ͽ.
α
ǥ
ħ(Increased
market penetration)
(Program development)
ο ǥ
(Market development)
α ٰȭ
(Diversification)
2. Cropton Lamb(1986) α ֱ⸦
Ű
(1) ħ
ħ(market penetration) ǰ̳ α ϰų Ű ʰ ǥ忡 Һڵ Ű ̴. ڸ ڷ ٲٰų Ƚ Ű ħ Եȴ. ϴ ԵǴµ, 쿡 ̷ ̳信 ġ ؼ ȴ. ο ġ ߿ ϰ 뷮 Ű ͵ ߿ϴ. սü ߰ ִ ǿ ٴϰ ִ ڰ コ ΰ ̿ ִ Ư Ա⳪ ִ.
(2) α
α Ȥ α ǥ忡 ̷ ̴. ο ߱ϴ ѷ Ư ˷ ְų Ȥ ǰ̳ α Ƿ, α ʿϴ. Holder McKinney(1993) ڳ ο ߱ϴ Ͽ. ο α ִ 3 (Tull & Kahle, 1990). α(innovative program) ο α ǹϸ, α(emulative program) ڻ翡 ̹ 忡 α ǹѴ. α(adaptive program) ̿κ̳ κ α Ͽ α Ѵ.
(3) 尳
尳 α ο ϴ ̴. ο ãų ü н Ͽ ϴ ̴. ȭϿ ϴ ±ǵ , ƿ ʵл ϴ ±ǵ ֺγ ûҳ ǥ ٲپ ϴ ̴. ±ǵ ٸ Ȱ α ϴ 쵵 尳̶ ִ.
(4) α ٰȭ
Ӱ ϰų ߵ α ο 忡 ϴ ̴. Һڵ 屸 Ͽų α õ ִ ̴. , ̸ ϴ ±ǵ忡 Ӱ ֺθ ±ǵ κ õѴٸ ̸ α ٰȭ ְڴ.
α ٰȭ ο 忡 ο α ϴ ̹Ƿ ֱ . پ α 忡 , δ ٸ 忡 ִٴ ִ. Tull Kahle(1990) ٰȭ ŵ ִ 輺 (Specific risk)̶ ϰ, ̳ IMF ȸݿ ģ 輺 Ҵ(systematic risk)̶ Ͽ.
(5) Ʈ м
ϴ ڸ л ̷ Ѵ. Ʈ(portfolio) ̳ α Ǵ ڽ̳ α ִ. ġ ϴ . ߱ ϴ ʹ ߿ ü 忡 ٸ ͼ ġ ͽ(customer mix) ߿ϴ. ͽ پ ǹϸ ٷ, ߷, ҷ ڵ ǰ ͽ ߾ٰ ִ.
Ʈ м ̳ ü ϳ Ʈ, (SBU: strategic business unit) Ѵ. ǰ̳ α Ʈ ü ϱ ؼ 켱 ǰ̳ α Ư , ȭ ڿ Ѵ. Ȥ α Ϲ ȸ ȴ.
Ʈ м α 忡 强 δɷ¿ ű, Ȯ, , ö Ͽ ڿ ϰ ̴. Ʈ м SBU 忡 ŷµ(attractiveness) (strength) ϴµ, ̷ ٹ BCGǥ ǰ ִ.
BCGǥ ̱ 濵ڹȸ(BCG: Boston Consulting Group) ߵ Ʈ м, 强 ؿ , зѴ. ŷ¼, 忡 ǹϿ 4 зѴ. GNP(ѻ) Ͽ . ū Ǵ Ÿ, 1.0 Ѵ. 强 ΰ ξ ǰ Ȳ ǰ зѴ. Ʒ ǥ õ ٿ Ǵ ǥ(problem child Ȥ question mark), (star), (dogs), ڱ(cash cow) 4 ( 4 ).
ڱ
4. α ֱ ̵ Ʈ
Ǵ ǥ ַ 翡 , Ȯ űα ǹѴ. ַ ǰ ڸ 强 , ÿ ͼ . ݴ 强 ǰ ֱ ȭ⳪ شϸ α ߴ ƾ Ѵ. ڱҴ - ϴ ǰ Ǵ αμ ǰ ֱ ӵ ϸ ִ ǰ Ѵ. ڱҡ ακ â ڱ Ÿ Ȥ ơ α ڵǴ ٶϴ.
(۱ (C) ѱŹ. )