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창의적 혁신전략 대 모방적 혁신전략의 성과효과: 상황적 관점

Performance Effects of Creative versus Imitative Innovation Strategies: A Contingency Perspective

문창호
한국전략경영학회 (Korean Strategic Management Society)|2020.12|전략경영연구 (Journal of Strategic Management)|제23권 제3호|pp. 49-72|DOI 10.17786/jsm.2020.23.3.003

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키워드

기업성과Firm PerformanceCreative InnovationContingency Factors모방적 혁신Imitative Innovation창의적 혁신상황 요인
주제분류경영학

초록

본 연구의 목적은 창의적 혁신 대 모방적 혁신의 두 혁신전략 유형에 대한 기존의 연구를 기반으로 이 두 혁신전략의 개념적인 특성 및 차이에 대해 비교 논의하고 상황적 관점에 의거하여 어떠한 요인들이 모방적 혁신전략 대비 창의적 혁신전략의 성과 향상에 더 기여하는 지를 실증적으로 분석하는 데에 있다. 최근의 혁신 연구자들은 창의적 혁신전략과 모방적 혁신전략 모두 각각의 장점과 단점을 갖고 있기 때문에 두 혁신전략 유형 중 어느 한 혁신전략 유형이 본질적으로 우월하지 않다는 점을 제시한다. 따라서, 두 혁신전략 유형 간의 성과 차이를 상황적 관점에서 조사하는 것이 더 의미 있어 보인다. 기존에 혁신전략 대 모방전략 그리고 이와 비슷한 맥락에서 기술 선도자와 후발자 사이의 성과 차이에 대한 상황적 관점의 연구가 있었지만, 기존의 어떤 연구도 창의적 혁신전략 대 모방적 혁신전략의 성과 차이에 대한 실증적인 연구 분석은 이루어지지 않은 것으로 보인다. 본 연구에서는 그러한 두 혁신전략 유형의 성과 창출에 상대적으로 다른 영향을 미치는 상황요인으로 국제 다각화, R&D 집중도 및 조직혁신의 세 가지 요인을 채택하고 본 연구의 실증분석 목적을 달성하기 위하여 한국기업혁신조사(Korean Innovation Survey: KIS)에서 추출한 자료를 이용하였다. 실증분석 결과, 국제 다각화와 조직혁신이 각각 증가할수록 모방적 혁신전략 대비 창의적 혁신전략의 성과 기여도가 더 커지는 것으로 나타났다. 반면, R&D 집중도는 두 혁신전략 유형의 성과 차이에 영향을 미치지 않는 것으로 나타났다. 본 연구 결과의 이론적 및 실무적 의미와 중요성에 대하여 논의하였다.

Abstract

Based on a typology of creative versus imitative innovation strategies previous researchers identified, this research examined the conceptual characteristics and differences regarding the two types of innovation strategy and empirically investigated what factors made more contribution to creative innovation strategy as compared with imitative innovation strategy from a contingency perspective. Recently innovation scholars have pointed out that since both creative and imitative innovation strategies possess their own merits and demerits, there is no inherent superiority of one of the two innovation strategies over the other. Thus, it seems to make more sense to examine the performance differences between creative and imitative innovation strategies in a contingency framework. Although there was some research focusing on the contingency aspect of performance differences between innovation and imitation strategies and in a similar vein between technological leaders and followers, to the best of the author’s knowledge, no previous research has empirically investigated the performance effects of creative versus imitative innovation strategies. This study suggested three contingency factors of international diversity, R&D intensity and organizational innovation as making a differential effect on the firm performance of those two innovation strategies. The results of empirical analysis using data from Korean Innovation Survey(KIS) showed that as international diversity and organizational innovation increased respectively, the use of creative innovation strategy made more contribution to firm performance as compared with imitative innovation strategy. On the other hand, it was found that R&D intensity did not make a differential effect on the performance of the two innovation strategies. The theoretical and practical implications for results of this research were discussed.

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