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기업의 규제자지향성과 고객지향성이 경영 성과에 미치는 영향: 친환경 제품혁신역량의 매개효과를 중심으로

Regulator Orientation, Customer Orientation and Firm Performance: Mediating Effects of Green Product Innovation Capability

허대식|민순홍|이수민|김경순
한국생산관리학회 (The Korean Production And Operations Management Society)|2015.11|한국생산관리학회지 (Journal of the Korean Production and Operations Management Society)|제26권 제4호|pp. 457-483|DOI 10.21131/kopoms.26.4.201511.457

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참고문헌

키워드

지속가능경영financial performance고객지향성customer orientation친환경 제품혁신역량규제자지향성재무적 성과환경적 성과sustainable managementgreen product innovation capabilityregulator orientationenvironmental performance
주제분류경영학

초록

친환경 경영의 동인을 기업 외부에서 찾으려는 연구가 이루어져 왔으나 외부 동인의 실증결과가 상호 일치하지 않은 한계점이 있다. 본 연구는 선행연구와 유사하게 친환경 경영에 영향력을 행사하는 외부 이해관계자가 존재한다고 인정한다. 그러나 동시에 이해관계자의 친환경 요구를 적극 수용하고자 하는 기업 내부의 요인이 없다면 친환경 경영이 성공할 수 없음도 주장한다. 그러므로 본 연구는 기업의 친환경 경영의 본질을 친환경 제품혁신역량(green product innovation capability)으로 보고, 그 역량 개발의 기업 내부 동인으로써 규제기관과 고객의 요구에 각각 능동적으로 대응하고자 하는 기업문화인 규제자지향성(regulator orientation)과 고객지향성(customer orientation)을 제안한다. 본 연구는 기업의 규제자 및 고객지향성, 친환경 제품혁신역량, 재무 및 환경적 성과 간 인과관계를 실증하였다. 검증 결과, 규제자지향성은 친환경 제품혁신역량에 정(+)의 영향을 미치고, 친환경 제품혁신역량은 기업의 재무적, 환경적 성과에 정의 영향을 미치며, 친환경 제품혁신역량은 규제자지향성과 기업 성과 간 관계를 완전 매개(재무적 성과)혹은 부분 매개(환경적 성과)함을 확인하였다.

Abstract

An increasing interest in sustainable management both in academia and practices prompted research on green management. Particularly, researchers have focused on studying potential, external drivers of green management adoption, producing inconsistent empirical results about the effects of external drivers. Such inconsistent findings triggered the current study. As a starting point of the discussion, this study follows existing literature that suggests that there exist outside forces(e.g. environmental stakeholders) that drive firm to implement green management practices. Then, this study argues that those external drivers per se cannot guarantee successful green management. Instead it is firm’s strategic orientation toward green management that encourages the entire to obtain, disseminate, and analyze information from environmental stakeholders to proactively respond to that information. In particular, this study posits that firm’s regulator orientation and customer orientation are two major internal drivers of implementing green management. In addition, this study proposes that green product innovation capability reflects firm’s sustainable green management. Subsequently, this study tests causal relationships among green product innovation capability, regulator orientation and customer orientation, and financial and environmental performance. The hypothesis test shows: (1) firm’s regulator orientation leads to the development of green product innovation capability that, in turn, improves firm’s financial and environmental performance, and (2) firm’s green product innovation capability mediates the relationships between regulator orientation and financial performance(full mediation), and between regulator orientation and environmental performance(partial mediation).

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