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고객맞춤형 전략의 한계와 잠재력: 기업 혁신활동 관점

Customization Strategy’s Limitation and Potential: A Firms’ Innovation View

최현도
한국생산관리학회 (The Korean Production And Operations Management Society)|2023.11|한국생산관리학회지 (Journal of the Korean Production and Operations Management Society)|제34권 제4호|pp. 435-451

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키워드

혁신innovation고객맞춤화R&D집약도외부지식탐색범위외부지식탐색깊이CustomizationR&D intensityexternal knowledge search breadthexternal knowledge search depth
주제분류경영학

초록

본 연구에서는 기업의 고객맞춤형 전략이 해당 기업의 내부 및 외부혁신 활동에 미치는 영향에 대해 분석했다. 구체적으로 내부혁신활동으로는 R&D 투자 활동을 외부혁신활동으로는 외부지식탐색활동에 대해 분석했다. 이를 위해 2020년 한국 제조업혁신조사에 포함된 3,982개 기업 데이터를 활용해 실증연구를 수행했다. 분석결과 고객맞춤형 전략 활용도가 높은 기업은 기존고객의 요구에 맞춰 점진적 혁신을 추구하기 때문에 R&D집약도가 낮은 경향을 보였다. 하지만 이들은 고객과의 긴밀한 소통과 고객정보 내재화 과정을 경험하기 때문에 기업혁신과 관련해 외부지식탐색범위를 확장하고 외부지식탐색깊이를 강화할 수 있었다. 고객맞춤형 전략이 기업의 내부 및 외부혁신활동에 미치는 영향에 대한 분석연구는 제한적인 상황에서, 본 연구 결과는 고객맞춤형 전략의 고유특성을 설명함과 동시에 고객맞춤형 전략을 선택하는 기업들이 주의해야 할 유용한 시사점을 제공해주고 있다.

Abstract

This study analyzes the impact of a firm's customization strategy on its internal and external innovation activities. Specifically, I analyze R&D investment as an internal innovation activity and external knowledge search as an external innovation activity. To do so, I conducted an empirical study using 3,982 firm data from 2020 Korean Innovation Survey. The results show that firms adopting strong customization strategy are likely to have lower R&D intensity because they pursue incremental innovation to meet the needs of existing customers. However, they are likely to increase external knowledge search breadth and depth by acquiring relational capability and external knowledge acquisition experience from customer interactions. Current study not only explain the unique nature of customization strategy, but also provide practical implications for firms choosing customization strategy.

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