본문 바로가기
KERD
논문KCI 등재

기술 사업화에 있어 후발자의 시장 추격 전략: 진입시간차, 기업의 역량 및 제휴 관점에서

Catching-up to the Market Leader: Role of Entry Time-lag, Alliance, and Capability in the Catch-up Success

송재용|장성용|김혜전
기술경영경제학회 (The Korean Society For Technology Management & Economics)|2012.04|기술혁신연구 (JOURNAL OF TECHNOLOGY INNOVATION)|제20권 제1호|pp. 141-168|DOI http://dx.doi.org/

0

조회

0

다운로드

5

인용

0

참고문헌

키워드

시장 추격신약 출시후발자의 우위market catch-upnew drug introductionlate mover’s advantage
주제분류기술정책

초록

기술 혁신과 더불어 해당 기술을 기반으로 한 제품의 성공적 시장진입은 지속적 혁신의 기반이 된다. 본 연구는 기술집약적인 제약 산업에서 신약의 성공적 출시에 영향을 미치는 요인을 살펴보고 있다. 특히 선발자의 우위와 후발자의 우위에 대한 상반된 이론하에서 언제 선발자의 우위가 후발자에 의해 완화되어 후발제품이 시장 선도제품을 추월할수 있는지를 중점적으로 살펴보았다. 구체적으로 선발제품과 후발제품의 시장 진입 시간차가 커서 후발자가 선발자의 정보를 충분히 흡수할 수 있을 때, 제품의 향상과 차별화가 가능하여 후발제품이 선발제품을 추월할 확률은 높아진다. 또한 후발자의 마케팅 역량이 크면 선발제품의 고객기반을 보다 효과적으로 극복할 수 있어 후발제품이 선발제품을 추월할 확률이 높아지는 것으로 나타났다. 이러한 결과는 진입이 늦어진 후발자의 입장에서 뒤처진 시간을 활용하여 오히려 성공 확률을 높일 수 있는 후발자의 우위를 재조명하며, 우수한 기술을바탕으로 개발된 신제품이라 할지라도 높은 마케팅 역량이 뒷받침되어야 선발자의 우위를극복하고 시장 추격의 확률을 높일 수 있다는 실질적인 시사점을 제공한다

Abstract

Along with technological innovation, successful market entry of a new product is important for sustainable innovation of a firm. In this paper, we examined factors that affect successful introduction of new branded drugs in pharmaceutical industry. Under competing theories of the first mover’s advantage and the late mover’s advantage, this research focuses on how latecomers can overcome the disadvantages of late entry and catch up to the market leader. First, late movers can absorb the knowledge leaked from pioneering product during the time lag between early entrants and late entrants. Therefore, the time lag provides late entrants an opportunity to catch-up to market leader by differentiating and improving the quality of new product. Second,superior marketing capability of late entrants can enhance the possibility of catching-up,by overcoming the consumer base of early entrants.

참고문헌 (59)

  1. Abernathy, W., "Patterns of industrial innovation", Technology Review, 80(7), pp.40~47 (1978)
  2. Ahuja, G., "Technological acquisitions and the innovation performance of acquiring firms: A longitudinal study", Strategic Management Journal, 22(3), pp.197~220 (2001)
  3. Arthur, W., "Competing technologies, increasing returns, and lock-in by historical events", The Economic Journal, 99(394), pp.116~131 (1989)
  4. Barnett, W., "An evolutionary model of organizational performance", Strategic Management Journal, 15(S1), pp.11~28 (2006)
  5. Barnett, W., "The red queen in organizational evolution", Strategic Management Journal, 17(S1), pp.139~157 (2007)
  6. Baum, J., "Don’t go it alone: Alliance network composition and startups’ performance in Canadian biotechnology", Strategic Management Journal, 21(3), pp.267~294 (2000)
  7. Berndt, E., "Information, marketing, and pricing in the US antiulcer drug market", The American Economic Review, 85(2), pp.100~105 (1995)
  8. Berndt, E., "Consumption externalities and diffusion in pharmaceutical markets: antiulcer drugs", Journal of Industrial Economics, 51(2), pp.243~270 (2003)
  9. Berry, H., "Leaders, laggards, and the pursuit of foreign knowledge", Strategic Management Journal, 27(2), pp.151~168 (2006)
  10. Bohlmann, J., "Deconstructing the pioneer’s advantage: Examining vintage effects and consumer valuations of quality and variety", Management Science, 48(9), pp.1175~1195 (2002)
  11. Chung, S., "Complementarity, status similarity and social capital as drivers of alliance formation", Strategic Management Journal, 21(1), pp.1~22 (1999)
  12. Cohen, F., "Entry order as a consideration for innovation strategies", Nature Reviews Drug Discovery, 5(4), pp.285~294 (2006)
  13. Cohen, W., "Links and impacts: the influence of public research on industrial R&D", Management Science, 48(1), pp.1~23 (2002)
  14. D’Aveni, R. A., "The age of temporary advantage", Strategic Management Journal, 31(13), pp.1371~1548 (2010)
  15. Eccles, R., "The quasifirm in the construction industry", Journal of Economic Behavior & Organization, 2(4), pp.335~357 (1981)
  16. Ethiraj, S., "Performance effects of imitative entry", Strategic Management Journal, 29(8), pp.797~817 (2008)
  17. Evans, P., "Blown to bits: How the new economics of information transforms strategy" (2000), Harvard Business Press
  18. Fagerberg, J., "A Layman’s Guide to Evolutionary Economics" (2001), mimeo
  19. Granovetter, M., "Economic action and social structure: the problem of embeddedness", American Journal of Sociology, 91(3), pp.481~ (1985)
  20. Greve, H., "Market niche entry decisions: Competition, learning, and strategy in Tokyo banking, 1894-1936", Academy of Management Journal, 43(5), pp.816~836 (1936)
  21. Gulati, R., "Adaptation in vertical relationships: beyond incentive conflict", Strategic management journal, 26(5), pp.415~440 (2005)
  22. Heimeriks, K., "Alliance capability as a mediator between experience and alliance performance: An empirical investigation into the alliance capability development process", Journal of Management Studies, 44(1), pp.25~ (2007)
  23. Henderson, R., "Measuring competence?: Exploring firm effects in pharmaceutical research", Strategic Management Journal, Winter Special Issue, 15, pp.63~74 (1994)
  24. Hoppe, H., "Second-mover advantages in dynamic quality competition", Journal of Economics & Management Strategy, 10(3), pp.419~433 (2001)
  25. Ingram, P., "Opportunity and constraint: Organizations’ learning from the operating and competitive experience of industries", Strategic Management Journal, 18, pp.75~98 (1997)
  26. Inkpen, A., "The Valuation of Alliance Knowledge, In Valuation of intangible assets in global operations" (2001), Greenwood Publishing Group
  27. Kalyanaram, G., "Order of market entry: Established empirical generalizations, emerging empirical generalizations, and future research", Marketing Science, 14(3), pp.212~221 (1995)
  28. Katila, R., "Something old, something new: A longitudinal study of search behavior and new product introduction", Academy of Management Journal, 45(6), pp.1183~1194 (2002)
  29. Katz, M., "Network externalities, competition, and compatibility", The American Economic Review, 75(3), pp.424~440 (1985)
  30. King, A., "Incumbent entry into new market niches: the role of experience and managerial choice in the creation of dynamic capabilities", Management Science, 48(2), pp.171~186 (2002)
  31. Klepper, S., "Entry, exit, growth, and innovation over the product life cycle", The American Economic Review, 86(3), pp.562~583 (1996)
  32. Lipitor: At the Heart of Warner-Lambert, "Leafstedt, M.", University of Michigan Business School, ~ (1999)
  33. 임채성, "Technological regimes, catching-up and leapfrogging: findings from the Korean industries", RESEARCH POLICY, 30(3), pp.459~483 (2001), ELSEVIER SCIENCE BV
  34. Levinthal, D., "Co-evolution of capabilities and industry: The evolution of mutual fund processing", Strategic Management Journal, 15(S1), pp.45~62 (2006)
  35. Lieberman, M., "Why do firms imitate each other?", Academy of Management Review, 31(2), pp.366~ (2006)
  36. Lieberman, M., "First-mover advantages", Strategic Management Journal, 9(1), pp.41~58 (1988)
  37. Lieberman, M., "First-mover (dis) advantages: Retrospective and link with the resource-based view", Strategic Management Journal, 19(12), pp.1111~1125 (1998)
  38. Lu, Z., "Strategic pricing of new pharmaceuticals", Review of Economics and Statistics, 80(1), pp.108~118 (1998)
  39. Nelson, R., "An evolutionary theory of economic change" (1982), Belknap Press
  40. Nerkar, A., "Technological and product-market experience and the success of new product introductions in the pharmaceutical industry", Strategic Management Journal, 25(89), pp.779~799 (2004)
  41. Nicholson, S., "Biotech Pharmaceutical Alliances as a Signal of Asset and Firm Quality", The Journal of Business, 78(4) (2005)
  42. Nohria, N., "Global strategic linkages and industry structure", Strategic Management Journal, pp.105~124 (1991)
  43. Park, N., "A resource-based view of strategic alliances and firm value in the electronic marketplace", Journal of Management, 30(1), pp.7~ (2004)
  44. Pfeffer, J., "The external control of organizations: A resource dependence perspective" (2003), Stanford Business Books
  45. Pisano, G., "The R&D boundaries of the firm: an empirical analysis", Administrative Science Quarterly, 35(1) (1990)
  46. Reichheld, F., "E-loyalty", Harvard Business Review, 78(4), pp.105~113 (2000)
  47. Roberts, P., "Product-line expansion and resource cannibalization", Journal of Economic Behavior & Organization, 57(1), pp.49~70 (2005)
  48. Rothaermel, F., "Old technology meets new technology: complementarities, similarities, and alliance formation", Strategic Management Journal, 29(1), pp.47~ (2008)
  49. Schmalensee, R., "Product differentiation advantages of pioneering brands", The American Economic Review, 72(3), pp.349~365 (1982)
  50. Schumpeter, J. A., "The Theory of Economic Development" (1934), Harvard University Press
  51. Shan, W., "Foreign Direct Investment and the Sourcing of Technological Advantage: Evidence from the Biotechnology Industry", Journal of International Business Studies, 28(2) (1997)
  52. Shankar, V., "Late mover advantage: How innovative late entrants outsell pioneers", Journal of Marketing Research, 35(1), pp.54~70 (1998)
  53. Srinivasan, R., "First in, first out? The effects of network externalities on pioneer survival", Journal of Marketing, 66(3), pp.41~58 (2004)
  54. Stuart, T., "Vertical alliance networks: The case of universitybiotechnology- pharmaceutical alliance chains", Research Policy, 36(4), pp.477~498 (2007)
  55. Teece, D., "The competitive challenge: Strategies for industrial innovation and renewal" (1987), Ballinger Pub. Co
  56. Tushman, M., "Technological discontinuities and organizational environments", Administrative Science Quarterly, 31(3), pp.439~465 (1986)
  57. Urban, G., "Market share rewards to pioneering brands: an empirical analysis and strategic implications", Management Science, 32(6), pp.645~659 (1986)
  58. VanderWerf, P., "Meta-analysis of the impact of research methods on findings of first-mover advantage", Management Science, 43(11), pp.1510~1519 (1997)
  59. Winter, S., "Knowledge and competence as strategic assets", The strategic Management of Intellectual Capital, pp.165~187 (1998)

관련 논문AI추천

외국인 투자자가 후발 기업의 기술 모방 전략에 미치는 영향: 한국 제약 산업을 중심으로고경량, 민병준한국전략경영학회 · 전략경영연구2025 · 제28권 제1호기술지향성이 제품품질, 혁신속도, 기술역량 그리고 신제품성과에 미치는 영향: 시장진입순서의 조절효과정덕화한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2012 · 제20권 제3호기술지향성과 조직유효성이 신제품성과에 미치는 영향고기호한국산업경영학회 · 경영연구2014 · 제29권 제1호기업의 추격 및 방어 전략: 모바일 메신저 시장 사례 연구강윤구, 강진구한국전략경영학회 · 전략경영연구2015 · 제18권 제2호연구개발 제휴, 과학적 탐구 성향, 기술혁신: 글로벌 제약 산업의 경우김창수, 박종훈한국국제경영학회 · 국제경영연구2010 · 제21권 제1호경로개척형 추격 전략을 가능케 하는 조건에 관한 연구: 렌즈교환식 카메라 산업에서의 후발기업의 사례이근, 강효석, 송재용한국전략경영학회 · 전략경영연구2012 · 제15권 제3호

이 간행물의 다른 논문 (9건)

절충교역 계약 소요기간 영향요인정태윤, 홍석수, 홍문희, 서재현pp. 1-16양손잡이 제휴(Ambidextrous Alliance)가 기업 성과에 미치는 영향정도범, 곽주영pp. 17-44기업의 재무적 특성변수가 R&D 투자와 기업가치간의 관계에 미치는 영향김수은, 신민식pp. 45-74탈추격 연구의 이론적 지향성 및 과제송위진, 황혜란, 정재용pp. 75-114중소기업의 산학연 연구개발(R&D) 협력과 기업 성과 분석김경남, 고윤미, 정도범pp. 115-140
원문 보기