시장 특성이 신제품 매출이륙시점에 미치는 영향 : 통신 서비스 시장을 중심으로
Effects of Market Characteristics on Global Takeoff of New Products: Telecommunication Service
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본 연구에서는 전 세계 60개국의 통신 서비스 시장을 음성 시장과 데이터 시장으로나누어, 매출이륙시점에 영향을 주는 요소를 분석하였다. 영향을 주는 요소를 경제적, 문화적, 전략 변수로 나누고, 개별 변수들이 매출이륙 현상에 어떤 영향을 주는지 분석하였다. 결과에 따르면, 인터넷 시장과 이동통신 서비스 시장에 미치는 요인들이 달리나타나며, 개별 시장의 특성에 영향을 받은 것으로 판단된다. 그리고 도출된 결과는통신 서비스 시장에서 신제품의 매출이륙 현상이 다르게 일어나는 것을 분석하는 동시에, 기업의 시장 진입 전략 제공과 정부의 소비자 혁신성을 측정하는 보조 지표로 사용될 수 있을 것으로 기대된다.
Abstract
Telecommunication service had been shown tremendous growth and successes in 2000s. Unfortunately these promising successes had not been going well, because of closed revenue model. In these days, not only telecommunication service provider, but also non telecommunication service provider are trying to launch new business model in global market. This article examines the takeoff of telecommunication service products across 60 countries to how and why takeoff varies across products and countries within characteristics of markets and strategic variables. We find that average time to takeoff varies substantially across characteristics of markets, and existence of substitutability. These results suggest distinct entry strategies for company that looking for being a new market leader in global market and new ways to predict the innovativeness of consumers for government.
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