성과에 영향을 미치는 요인의 특성에 대한 고찰: 신제품 성과에 대한 결정요인을 중심으로
A Study on the Characteristics of Factors Affecting Performance: Focusing Critical Factors Influencing New Product Development Performance
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신제품 분야의 주요 연구주제 중의 하나는 신제품 성과, 즉 성공과 실패에 영향을 미치는 결정요인에 대한 규명이다. 어떠한 요인으로 인해 이러한 성과가 나왔는지를 이해하게 되면, 경영자는 향후 이들 요인에 대한 집중적 관리를 통해 신제품개발 과정을 좀 더 효율적이면서도 효과적으로 대처할 수 있게 된다. 신제품 성과에 영향을 미치는 결정요인은 제품 특성, 시장 상황, 기술 진보, 그리고 기업간 제휴 등의 경영여건 변화에 따라 새롭게 추가되거나 또는 제거되는 경우도 있고, 또한 밝혀진 결정요인도 그 영향력의 내용과 강도가 변화하기에 이에 대한 연구는 앞으로도 활발할 것으로 예상된다. 본 연구는 이미 많은 연구가 이루어진 바 있는 신제품 성과에 영향을 미치는 요인을 규명하는데 그 목적이 있는 것은 아니다. 또한 기존에 밝혀진 여러 요인을 다시 한번 정리하는데 그 목적이 있는 것도 아니다. 여기서는 신제품 성과에 영향을 미치는 요인의 규명에 있어서 그동안 간과된 부분은 무엇인지를 살펴보는데 그 목적이 있다. 구체적으로 결정요인 자체는 어떠한 특성이 있는지, 영향력은 상황에 따라 어떻게 변화하는지, 다른 요인과의 상호관계에 따른 영향력 변화는 어떠한지, 결정요인의 규명을 위한 연구방법에 개선점은 없는지 등을 살펴봄으로써, 성과에 영향을 미치는 결정요인에 대한 좀 더 포괄적인 이해에 도움이 되고자 한다. 이러한 고찰은 결정요인의 규명 자체도 중요하지만, 한단계 더 나아가 그러한 요인의 다양한 특성을 좀 더 심층적으로 살펴보는 것도 이에 못지않게 중요하다는 자각에서 비롯되었다. 어떠한 요인이 존재하는가에 대한 단순한 일차원적 연구보다는 이들 요인 자체의 속성에 대한 깊이 있는 이해가 바탕이 될 때, 좀 더 풍부하고 실질적인 신제품개발 관리방안을 마련할 수 있다는 점에서, 그리고 한편으로는 요인의 특성과 그 영향력의 작용기제에 대한 이해가 부족하다면 그릇된 신제품개발 관리지침을 내릴 수 있다는 점에서, 결정요인의 속성을 탐구하는 본 연구는 의미가 있다고 할 수 있다. 여기서는 실증분석을 통해 옳고 그름의 명확한 결론을 내리기 보다는 새로운 논의의 장을 제시함으로써 추후 이에 대한 활발한 토론과 연구를 이끌어내는 데 더 큰 목적이 있다.
Abstract
In the field of new product development, one of the main research topics is to identify the factors affecting the performance of new products, namely the critical success or failure factors. Once we understand which factors affect the outcome, we can deal with the new product development process more efficiently and effectively through the intensive management of these factors. The researches into this topic are expected to be extensive still in the future, since the factors affecting the outcome of new product development could be newly added or dropped out depending on the changes in the product characteristics, market conditions, technological advances, alliances or cooperation between companies, and so on, or the substance of the influence of the existing factors could be changed. This study is neither for newly identifying the factors affecting the success or failure of new product development, which has been already made in many studies, nor for organizing the factors already identified in a systematic way. It is for investigating what has been overlooked in many such studies, though they put a lot of effort to identify the factors that affect the performance of new products. Specifically, this study would contribute to the field of studying the success or failure factors by examining which characteristics the deciding factors have, how their influence would change as the situation changes, what kind of influence would exist depending on the interrelationships between the factors, and whether there would be any improvements in the research methodology for identifying the factors. It is motivated by the realization that investigating various aspects of the influence of the factors would be as important as studying the identification of the factors. The in-depth understanding of the deciding factors would be significant, in that we can arrange the richer and more substantial management practices on new product development when based on the more in-depth understanding of the characteristics of the factors rather than the simple one-dimensional identification of the factors, and we might make wrong guidelines for the development of new products if lacking in the understanding of the characteristics of the factors and the mechanisms for their influences. The purpose of this study is not to derive a clear conclusion, based on the empirical data, which is right or wrong, rather to stimulate further discussion and research in this area by presenting a new direction of discussion.
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