창업의도를 넘어 사업화로 가는길

Abstract

This study investigates the challenges hindering student entrepreneurs from commercializing their ventures despite having entrepreneurial intentions, and it explores the role of marketing capabilities in overcoming these obstacles. We observed 145 students at University A, which offers a semester-long intensive entrepreneurship course, across three instances to examine their entrepreneurial intentions, marketing competencies, and the journey to business startup post-course. The findings reveal that strong entrepreneurial intentions do not directly lead to business commercialization through business registration. Instead, there is a significant positive correlation between entrepreneurial intentions and marketing capabilities related to understanding markets and customers. Moreover, both general and specialized marketing competencies play a crucial mediating role in bridging entrepreneurial intentions and he actual commercialization of businesses. This research highlights the gap between the intention to start a business and actual startup activities among student entrepreneurs, underscoring the need for educational content and methodologies that bolster marketing skills in university entrepreneurship programs. The study suggests that while it is vital to enhance customer-oriented skills based on fundamental marketing principles, developing specialized abilities to analyze markets and competitors and leveraging these insights in the entrepreneurial process is equally important. The implications of this study point towards the integration of practice-oriented marketing projects and curricula that go beyond basic customer analysis, offering a comprehensive approach to entrepreneurship education.