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기업의 네트워크 품질이 신제품 성과에 미치는 영향: 기업가 지향성의 조절효과를 중심으로

The Effect of Corporate Network Quality on Firms' New Product Performance: The Moderating Effect of Entrepreneurship Orientation

노전표|Yuan, Xina|장해림|고소연
한국상품학회 (Korean Academy Of Commodity Science & Technology)|2019.12|상품학연구 (Journal of Product Research)|제37권 제6호|pp. 191-202|DOI 10.36345/kacst.2019.37.6.021

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참고문헌

키워드

신제품 성과기업가 지향성entrepreneurial orientation수평적 네트워크수직적 네트워크horizontal networknew product performance기업 네트워크 품질corporate network qualityvertical network
주제분류경영학

초록

최근 들어, 환경의 불확실성 및 기술의 복잡성의 증가에 따라 기업이 자신의 네트워크를 더욱 더 중요시 여기고 있다. 그러나 기업의 네트워크 관련하여 기존 연구에는 네트워크의 내용, 즉 품질이 아닌 네트워크의 구조에 중점 두고 있으며, 또한 네트워크를 세분화하지 않았다. 따라서 본 연구에서 기업 네트워크의 내용에 입각하여 서로 다른 유형의 네트워크의 품질이 기업의 성과에 어떤 영향을 미치는지 또한 이런 영향관계가 기업가 지향성에 따라 어떻게 달라질 것인지를 실증적으로 분석하고자 한다. 분석 결과는 다음과 같다. 첫째, 전방 네트워크의 품질에 기업의 신제품 성과에 영향을 미치나 후방 네트워크의 품질에 기업의 신제품에 대한 영향은 유의하지 않다. 둘째, 경쟁자 네트워크 품질은 기업의 신제품 성과에 긍정적인 영향을 미칠 것이다. 셋째, 기업가 지향성은 기업 후방 네트워크 품질이 신제품 성과에 대한 영향을 강화할 수 있으며 또한 전방 네트워크 품질이 신제품 성과에 대한 영향을 약화시킬 수 있다. 넷째, 기업가 지향성은 경쟁자 네트워크 품질이 신제품 성과에 대한 영향을 약화시키는 반면에 비경쟁자 네트워크의 영향을 강화시킨다. 본 연구는 기업의 소셜 네트워크를 세분화하여 각각의 영향을 분석하고 또한 기업가 지향성의 조절 효과를 보았는데 학문적 시사점이 존재한다. 더불어 경영자들이 자신의 경쟁우위를 확보하는데, 어떤 네트워크를 강화하면서 활용하는 것이 더 효과적인지에 대한 실무적 가이드라인을 제시할 수 있을 것이다.

Abstract

As the uncertainty and technical complexity increase, firms are placing more importance on their networks. However, previous research on corporate network just focused on the structure of network instead of network quality, and did not decompose the network. Therefore, this study aims to empirically find out how the quality of different types of networks affects firms' performance and how those impacts vary according to firms' entrepreneurial orientation. The key results of the present study are as follows. Firstly, while forward network quality significantly affect firms' NPD performance, the effect of backward network quality is not significant. Secondly, competitive network quality will have a positive impact on a firms' NPD performance. Third, entrepreneurial orientation can reinforce the impact of backward network quality on NPD performance and weaken the impact of forward network quality. Fourth, entrepreneurial orientation strengthens the impact of non-competitor networks, while weakens the impact of competitor network quality on NPD performance. Current study analyzed the impact of corporate network quality by decomposition, and we also verified the moderating effect of firms' entrepreneurial orientation. In addition, this study would provide corporate managers some useful guidelines and insights for gaining competitive advantages by utilizing and reinforcing proper quality of corporate networks.

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