초판발행 2025.08.29

국제학생의 눈높이에 맞춘 참여형 경영전략 입문서

21세기 글로벌 환경 속에서 경영전략은 더 이상 선택이 아닌 필수 역량이 되었습니다. 특히 다양한 문화와 언어 배경을 지닌 국제학생들에게 경영전략은 단순한 학문 지식을 넘어서, 글로벌 무대에서 실질적으로 적용 가능한 사고방식과 문제 해결 역량을 키워주는 핵심 교과목입니다.

본서는 대한민국 대학에서 경영학을 전공하는 유학생들을 위한 경영전략 입문서로, 한국어 중급 수준(토픽 4급)의 유학생과 영어 트랙 학생들을 모두 고려하여 한국어-영어 병기 형식으로 구성하였습니다. 한국어 트랙 유학생에게는 한국어보다 다소 익숙한 영어 표현이 경영전략 개념 이해에 도움을 줄 수 있으며, 영어 트랙 학생들에게는 대학 생활에서 필수적인 한국어 실력을 자연스럽게 키우는 데 본서가 도움이 될 것입니다. 이러한 구성은 국제학생 모두가 전략 개념을 보다 정확히 이해하고 실제로 적용할 수 있도록 돕고자 한 것입니다.

본서의 가장 큰 특징은 이론 중심의 설명에서 벗어나, 실제 기업 사례 분석과 워크숍 중심의 수업 운영이 가능하도록 설계되었다는 점입니다. 장마다 개별 또는 팀 기반 워크숍을 포함하여 학생들이 전략적 사고, 문제 해결력, 협업 능력을 실질적으로 기를 수 있도록 하였습니다. 또한 본서는 한국에서 생활하고 있는 국제학생들이 보다 친숙하게 느낄 수 있는 기업들을 중심으로 사례를 선정하여 이해도를 높이고자 하였습니다. 이와 함께 각국의 기업을 분석하는 워크숍 주제도 포함하여, 학생들이 다양한 국가의 기업 사례를 비교하고 학습할 수 있도록 구성하였습니다.

본서는 15주 대학 수업 체계에 맞춰 총 11개 주제와 2주간의 팀 프로젝트 발표, 중간·기말 고사를 포함할 수 있도록 구성되었습니다. 교수자들이 수업 현장에서 곧바로 활용할 수 있도록 실용성을 높였으며, 강의용 PPT 자료도 함께 제공될 예정입니다. 또한 학생의 언어 수준과 실제 역량을 고려하여 프로젝트 기반 학습이 가능하도록 설계하였습니다.

현재 대한민국은 2027년까지 30만 명의 유학생 유치를 목표로 하고 있으며, 경영학은 외국인 유학생들 사이에서 가장 높은 선호도를 보이고 있는 전공 중 하나입니다. 이는 단순한 언어 습득을 넘어, 경영 전문 지식을 체계적으로 학습하여 진로 및 창업 등 미래를 준비하려는 국제학생들의 의지가 반영된 결과입니다. 본서는 바로 이러한 흐름 속에서 국제학생들의 학습 이해도를 높이고, 교수자들이 다문화적 배경을 지닌 학생들을 보다 효과적으로 가르칠 수 있도록 돕는 데 그 목적이 있습니다.

마지막으로 본서가 경영학을 공부하는 국제학생들에게 전략적 사고의 기초를 다질 수 있는 유용한 도구가 되기를 바라며, 집필과 출판 과정에 도움을 주신 모든 분들께 깊은 감사를 드립니다.

2025년 8월

저자 이선희

이선희

현)성공회대학교 국제학부 조교수

I 경영전략의 이해 1

A 경영전략이란 무엇인가 3

1. 경영전략의 정의············································································3

2. 경영전략의 핵심 단계······································································3

3. 경영전략을 세울 때 생각하는 질문들····················································5

4. 경영전략 개념의 변화······································································5

B 경영전략의 두 축: 사업부 수준 전략과 기업 수준 전략 9

1. 사업부 수준 전략 ··········································································9

2. 기업 수준 전략 ··········································································· 11

C 경영전략 단계 15

1. 경영전략 수립 ············································································ 15

2. 경영전략 실행············································································· 17

3. 경영전략 평가············································································· 17

D 비전과 사명 19

1. 비전_우리는 무엇이 되고 싶은가?····················································· 19

2. 사명_우리의 사업은 무엇인가?························································ 19

3. 비전과 사명 비교········································································· 21

E 전략적 목표 설정 23

1. 전략적 목표················································································ 23

2. SMART 목표 기준 ······································································ 23

F 요약 및 주요 용어 25

G 개별 워크숍: SMART 전략 목표 설정하기 27

1. 주제: SMART 전략 목표 설정하기_이번 학기 계획 세우기 ······················ 27

2. SMART 전략 목표 설정 템플릿 예시················································· 29

II 외부 환경 분석 31

A 외부 환경 분석이란 무엇인가 33

1. 외부 환경 분석 정의······································································ 33

2. 외부 환경 분석의 중요성································································ 33

B 외부 환경 분석 방법 37

1. PESTEL 분석············································································· 37

2. PESTEL 분석 사례_SK 그룹··························································· 41

3. 산업구조 분석: 포터의 5가지 경쟁 요인·············································· 43

C 외부 조사 정보의 주요 출처 및 활용 51

D 요약 및 주요 용어 55

E 팀 워크숍 57

1. 주제: 우리 주변 산업의 PESTEL 분석 ··············································· 57

2. PESTEL 템플릿 예시_저가 커피 프랜차이즈········································ 57

III 내부 환경 분석 61

A 내부 환경 분석이란 무엇인가 63

B 경영자원, 역량, 핵심역량, 경쟁우위 65

1. 경영자원 ·················································································· 65

2. 역량························································································· 67

3. 핵심역량··················································································· 69

4. 경쟁우위··················································································· 69

C VRIO 분석 73

1. VRIO의 정의·············································································· 73

2. VRIO 분석 사례_쿠팡··································································· 75

D 가치사슬 분석 81

1. 가치사슬 분석의 정의···································································· 81

2. 주활동······················································································ 83

3. 보조활동··················································································· 85

4. 가치사슬 분석 사례-CJ ENM························································· 85

E 요약 및 주요 용어 91

F 팀 워크숍 93

1. 주제: 기업 비교 분석: 누가 더 잘하는가?············································ 93

2. VRIO 분석 템플릿 예시: 스타벅스 VS 투썸플레이스······························ 95

IV 사업부 수준의 전략 99

A 사업부 수준의 전략이란 무엇인가 101

B 비용우위 전략 103

1. 비용우위 전략의 원천·································································· 103

2. 비용우위 전략의 장점·································································· 105

3. 비용우위 전략 사례_다이소··························································· 109

C 차별화 전략 113

1. 차별화하는 방법········································································ 113

2. 차별화의 창의성········································································ 115

3. 차별화와 지속적인 경쟁우위·························································· 117

4. 차별화 전략 사례_방탄소년단(BTS)················································ 117

D 비용우위 전략과 차별화 전략 비교 123

E 요약 및 주요 용어 125

F 개별 워크숍 127

1. 주제: 가격이 아닌 다른 이유로 내가 선택한 제품 ································ 127

2. 차별화 전략 템플릿 예시_IKEA 조립 가구········································· 127

V 팀 프로젝트 1 129

A 주제: 스타트업의 전략 수립: 사명부터 경쟁우위까지 131

B 목표 131

C 활동 구성 133

1. 1단계: 사명 선언문 작성 예시························································ 133

2. 2단계: PESTEL 외부 환경 분석 예시·············································· 135

3. 3단계: 내부 환경 분석 예시·························································· 135

4. 4단계: 사업부 수준 전략 수립 예시················································· 137

VI 기업 수준의 전략 1 139

A 기업 수준의 전략이란 무엇인가 141

B 다각화 143

1. 다각화의 정의··········································································· 143

2. 다각화의 유형··········································································· 143

3. 다각화의 목적··········································································· 145

4. 다각화의 위험과 한계·································································· 147

5. 관련 다각화 사례_아모레퍼시픽····················································· 149

6. 비관련 다각화 사례_CJ그룹·························································· 151

C 수직적 통합 153

1. 수직적 통합의 정의···································································· 153

2. 수직적 통합의 종류···································································· 153

3. 수직적 통합의 장점···································································· 155

4. 수직적 통합의 단점···································································· 155

5. 수직적 통합 사례_현대자동차························································ 155

D 전략적 제휴 157

1. 전략적 제휴의 정의···································································· 157

2. 전략적 제휴의 장점···································································· 157

3. 전략적 제휴 사례_삼성전자와 구글·················································· 157

E 요약 및 주요 용어 161

F 팀 워크숍 163

1. 주제: 기업 다각화 전략 분석 ························································· 163

2. 기업 다각화 템플릿 예시_LG 전자·················································· 163

VII 기업 수준의 전략 2 167

A 인수합병 169

1. 인수합병의 정의········································································ 169

2. 인수합병의 장·단점···································································· 169

3. 인수 사례_카카오와 멜론····························································· 171

4. 합병 사례_LG화학과 LG생명과학··················································· 171

B 아웃소싱 전략 173

1. 아웃소싱 전략의 정의·································································· 173

2. 아웃소싱 전략의 장점·································································· 173

3. 아웃소싱 전략의 단점·································································· 175

4. 아웃소싱 전략 사례_나이키··························································· 175

C 해외 진출전략 177

1. 해외 진출전략의 정의·································································· 177

2. 해외 진출전략 방법···································································· 177

D BCG 매트릭스(Boston Consulting Group Matrix) 185

1. 4가지 사업 유형········································································ 185

E 요약 및 주요 용어 189

F 팀 워크숍 191

1. 주제: 글로벌 기업의 해외진출 전략 ················································ 191

2. 해외 진출전략 템플릿 예시_삼성전자 갤럭시 남미 진출························· 193

VIII 경영전략 실행 및 평가 195

A 경영전략 실행 197

B 경영전략 실행의 성공 요인 199

1. 조직구조················································································· 199

2. 리더십···················································································· 203

3. 조직문화················································································· 205

4. 자원배분················································································· 209

5. 성과 관리················································································ 209

C 경영전략의 평가와 통제 213

1. 성과지표 (KPIs)········································································ 213

2. 균형성과표·············································································· 217

3. 피드백 체계·············································································· 221

D 요약 및 주요 용어 223

E 팀 워크숍 225

1. 주제: 내 나라에서 한국 음식점 열기: 나만의 전략 만들기 ······················ 225

IX 구조조정과 경영혁신 227

A 구조조정 229

1. 구조조정의 종류········································································ 229

2. 사업 구조조정 사례_LG전자 휴대폰 사업 철수···································· 233

B 선도자와 추격자 전략 235

1. 선도자 전략·············································································· 235

2. 추격자 전략 ············································································· 235

C 경영혁신 237

1. 혁신······················································································· 237

2. 슘페터의 혁신··········································································· 237

3. 경영혁신················································································· 239

D 요약 및 주요 용어 243

E 팀 워크숍 245

1. 주제: 내가 일하는 곳을 바꾸자······················································· 245

2. 구조조정 템플릿 예시·································································· 245

X 윤리적 경영과 기업의 사회적 책임, ESG 249

A 이해관계자 이론 251

1. 이해관계자 이론 핵심·································································· 251

B 윤리적 경영 253

1. 윤리적 경영의 주요 내용······························································ 253

C 기업의 사회적 책임 255

D ESG 257

1. ESG의 요소············································································· 257

2. ESG의 중요성·········································································· 259

3. ESG 경영 사례_동구밭································································ 259

E 윤리적 경영, 기업의 사회적 책임(CSR), ESG의 공통점과 특징 261

1. 윤리적 경영, 기업의 사회적 책임, ESG············································ 261

2. 윤리적 경영, 기업의 사회적 책임, ESG 사례_파타고니아······················· 263

F 요약 및 주요 용어 269

G 팀 워크숍 271

1. 주제: ESG 잘하는 기업 분석 ························································ 271

2. ESG 경영 템플릿 예시_파타고니아················································· 271

XI 팀 프로젝트 2 275

A 주제: 우리 기업의 ESG 경영 전략 수립 277

B 목표 277

C 활동 구성 279

1. 1단계: 스타트업 리뷰·································································· 279

2. 2단계: ESG 전략 및 활동 기획······················································ 281