특허-상표 연계 데이터를 활용한 기술기반 기업의 비즈니스 기회 발굴 방법
Discovering new business areas of technology-based firms using patent-trademark linking data
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초록
기술기반 기업은 개발한 기술을 특정 제품 또는 서비스(Product & Service; P&S)에 접목하여 고객에게 제공하는 기업이다. 따라서 기업의 성장과 생존을 위해 보유한 기술을 활용할 수 있는 유망 P&S영역을 발굴해야 하는데, 이를 사업다각화라 한다. 기업의 사업다각화를 지원하기 위해 기업의기술역량을 대변하는 특허를 활용한 선행 연구들이 수행되었다. 하지만 특허 기반의 선행 연구들은 기업이 보유한 기술을 활용해 확장 가능한 기술을발굴하는 데만 초점을 맞추어 기술이 활용될 수 있는 새로운 P&S영역은 제시하지 못하였다. 선행 연구의 한계점을 해결하고자, 본 연구는 기업의 기술역량과 P&S역량을 모두 고려한 유망 P&S영역 발굴 방법을 제시한다. 본 연구가 제시하는 방법은 1) 특허-상표 연계 데이터베이스를 활용하여 기업-P&S영역 매트릭스를 구축하고, 2) 협업 필터링을 활용하여 후보 P&S영역을 식별한 뒤, 3) 기술역량 연관성 및 시장 집중도를 고려한 유망 P&S영역을 제시하는 단계로 구성된다. 또한 제시한 방법론의 적용 가능성을 살펴보기 위해 모바일 결제 시스템 제공 기업을 예시로 단/장기 관점에서 확장 가능한 P&S 영역을 제시하였다. 본 연구는 사업다각화 과정에서 기업의 기술및 P&S역량을 모두 고려하기 때문에, 제시한 방법론 적용을 통해 다각화 실패 위험도를 낮출 수 있을 것으로 기대한다. 또한 제시한 방법론은 기업의규모에 관계없이 적용 가능하기 때문에 상대적으로 인력이 부족한 중소기업에 유용하게 활용될 것으로 기대한다.
Abstract
A technology-based firm (TBF) must search for new business areas, where its technology can be newly applied, for its competitive edge and sustainability. Despite various patent-based studies, they focused primarily on new technologies based on a TBF’s own technology, rather than new business areas such as new products and services (P&Ss). Therefore, this study suggests an approach to discover new business areas using patent-trademark linking data, which include current technologies and their related products and services of TBFs. This approach consists of three steps: 1) constructing a firm-business area matrix using TBFs’ technologies and P&Ss, 2) applying collaborative filtering to recommend candidate business areas where a target firm under study can expand into with its own technologies, and 3) identifying promising new business areas in terms of technology relevance and competition degree. To investigate the applicability of the approach, a case study on a mobile payment service firm is carried out. This study contributes to the systematic identification of new business areas tailored to TBFs’ current capabilities and provides a basis for developing a future business opportunity identification system based on patent-trademark linking data.
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