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전략적 유연성, 마케팅능력, 제품혁신 그리고 성과간의 관계

The Relationships of Strategic Flexibility, Marketing Capability, Product Innovation and Performance

양영익
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2016.04|상품학연구 (Journal of Product Research)|제34권 제2호|pp. 11-24|DOI 10.36345/kacst.2016.34.2.002

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참고문헌

키워드

성과performance전략적 유연성strategic flexibility제품혁신마케팅능력marketing capabilityproduct innovation
주제분류경영학

초록

본 연구의 목적은 첫째, 전략적 유연성이 마케팅능력에 미치는 영향과 둘째, 마케팅능력이 제품혁신에 미치는 영향, 셋째, 마케팅능력과 성과간의 사이에 있어서 제품혁신의 매개적 영향을 규명하는데 있다. 구조방정식 분석결과, 전략적 유연성이 마케팅능력을 증대시켜 제품혁신을 강화함으로써 기업의 성과를 향상시킨다는 가설들이 지지되었으며, 또한 제품혁신이 마케팅능력과 성과간의 관계에서 매개적 역할을 하고 있다는 것을 나타내고 있다. 마지막으로 전자산업, 소비재, 산업재와 같은 특정산업별 분석결과도 본 연구의 결과와 일치하는 것으로 나타났다. 따라서 본 연구는 다음과 같은 실무적 시사점을 가진다. 첫째, 전략적 유연성이 마케팅능력에 긍정적인 영향을 미치므로 기업이 마케팅능력을 증대시키기 위해서는 전략적 유연성 강화가 하나의 좋은 방안이 될 수 있다는 것을 보여주고 있다. 둘째, 마케팅능력이 차별화, 최초진입, 신제품도입의 제품혁신을 강화하여 성과를 창출하기 때문에 제품혁신을 강화하기 위해서는 마케팅능력의 증대가 필요하다는 것을 제시하고 있다. 셋째, 제품혁신이 마케팅능력과 성과간의 사이에서 매개적 역할을 하고 있기 때문에 마케팅능력이 성과에 직접적인 영향을 미치는 것이 아니라 제품혁신을 통해서 영향을 미친다는 것을 의미한다. 넷째, 산업별 다중회귀분석 분석 결과도 전자산업, 소비재, 산업재와 같이 특정산업에 구별 없이 본 연구의 결과와 같이 일치하고 있으므로 특정산업에 구분 없이 전략적 유연성이 마케팅능력을 향상시켜 제품혁신을 강화시킴으로서 기업의 성과를 증대시킨다는 것을 제시하고 있다.

Abstract

The purposes of the present study are first, to measure the effect of strategic flexibility on marketing capability, second, to evaluate the effect of marketing capability on product innovation, and third, to verify the mediating effect of product innovation between marketing capability and performance. The results of structural equation modeling support the hypotheses that strategic flexibility enhances marketing capability, product innovation and thus firms' performance. The result also shows that product innovation fully mediates between marketing capability and performance. Thus, the results of the present study provide the following managerial messages. First, strategic flexibility may be a good option in order to increase marketing capability. Second, marketing capability is needed to enhance product innovation. Third, because marketing capability does not directly affect performance but through product innovation, management needs to make sure that the strengthening of marketing capability translates into the enhancement of product innovation. Finally, in the industry analysis, the result indicates that the hypothesized structural relationships apply regardless of industries such as electronics, consumer and industrial goods.

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