한국 제조기업의 기술혁신 성과도출을 위한 협력 전략
Collaboration Strategies to Derive Business Success from Technological Innovation
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초록
본 연구는 국내 제조기업의 기술역량과 의존도, 구매자 협력의 단계, 협력의 자발성과 NPD 성과의 관계를 탐색함으로써 기술혁신 성과도출을 위한 협력 전략을 제시하고자 하였다. 이를 위하여, 구매자와 협력하여 신제품을 개발한 경험이 있는 국내 제조기업을 대상으로 176개의 데이터를 수집하여 군집분석과 분산분석, t 검정 등을 수행하였다. 신제품개발의 어느 단계에서 구매자와 협력하였는지에 따라 신제품의 성과를 비교한 결과 기술성과는 초기 단계에 집중적으로 협력한 집단에서 가장 높은 것으로 나타났다. 이러한 구매자 협력 단계에 따른 집단별 성과의 차이는 기업이 처한 상황이 신제품의 성공에 불리할수록, 즉 기술역량이 낮고 구매자에 대한 의존도가 높은 집단에서 더 뚜렷한 것으로 드러났다. 또한 구매자의 공급자 관계 관리 전략에 따라 평소 비전달적 파워에 의해 구매자-공급자 관계를 관리한 것으로 인식되는 구매자와 협력한 자발적 협력 집단과, 평소 전달적 파워에 의해 구매자-공급자 관계를 관리한 것으로 인식되는 구매자와 협력한 비자발적 협력의 유형으로 나누어 신제품의 성과를 비교하였다. 그 결과 자발적인 협력 집단의 신제품 기술성과가 더 높은 것으로 나타났다. 이를 통하여 효과적인 구매자 협력 전략을 통하여 신제품개발의 성공에 불리한 기술적, 관계적 조건을 극복할 수 있으며, 공급자와의 관계에서 유리한 위치에 있는 구매자라 하더라도 전달적 파워만으로 구매자-공급자 관계를 관리하는 것은 파워사용의 주체인 구매자의 경쟁력에도 부정적인 영향을 줄 수 있다는 시사점이 도출되었다.
Abstract
This study explores collaboration strategies to derive business success from new product development. 176 data sets are collected from Korean manufacturing firms. Samples are divided into groups according to technological competence, dependence on the buyer, and the collaboration phase, and ANOVA and t-tests are followed to analyze technological and market performance of new product differences across the group. The results provide significant implications both for suppliers who develop a new product, and for buyers who collaborate for the new product development project. First, to derive technological performance from the supplier’s NPD project, the buyer, even one in a superior position in buyer-supplier relationship, needs to balance the use of mediated and non-mediated power in managing the relationship with suppliers rather than using mediated power only. Second, effective collaboration strategies can help overcome unfavorable conditions for the new product success. Especially, collaborating with the buyer in the fuzzy front-end phase may contribute to NPD performance by reducing risks and uncertainties related to NPD.
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