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연구기반 스핀오프 벤처기업의 신제품 개발과 마케팅에 관한 연구: 네오팜 사례를 중심으로

New Product Development and Marketing in Research-based Spin-off Venture to Stages of Growth-Focus on the Case Study of NeoPharm

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주제분류경영학

초록

벤처기업의 성공적인 신제품 개발과 마케팅에 관한 실증 연구는 일반적인 인과관계에 관한 정보를 제공하여 각 벤처기업이 처한 상황에서의 설명력이 떨어진다는 한계가 있다. 본 연구는 연구원 출신에 의해 창업된 연구기반 스핀오프 벤처기업의 성공률이 다른 벤처기업보다 높다는 사실에서 착안하여 스핀오프 벤처기업의 신제품 개발과 마케팅에 관해 다루었다. 연구 내용은 스핀오프 벤처기업의 성장단계 및 이에 따른 신제품 개발과 마케팅에 관한 이론연구와 사례연구로 네오팜의 신제품 개발과 마케팅으로 구성되었다. 연구 결과, 스핀오프 벤처기업은 일반 벤처기업과 대비되는 성장 단계가 있으며 단계별로 고유한 과제가 있는 것으로 나타났다. 그리고 성장단계별 신제품 개발 및 마케팅에 관한 과제 해결이 이루어져야 스핀오프 벤처기업은 후행 단계로의 도약이 이루어지는 것으로 밝혀졌다. 후반부에 본 연구의 시사점과 한계, 그리고 향후 연구 방향을 제시하였다.

Abstract

Empirical studies of successful ventures have some limitations. One of limitation is that it provide overall casual relationships, so it could not provide specific explanations for an individual venture' success. The initial idea of this study is that research-based spin-off venture(spin-off venture, hereafter)'s success rate is higher than general ones. This study is focused on the new product development and marketing of spin-off venture. The contents consist of theoretical and case study of NeoPharm established by researcher that is focused on success factors of new product development and marketing to stages of growth in spin-off venture. The findings of the study are as follows. Firstly, spin-off venture has its own new product development and marketing issues to stages of growth contrasted with general ventures. Secondly, solving its new product development and marketing issues at each stage of growth, spin-off venture can grow into the next stage successfully. Finally, the implications, limitations and further study directions based on the this study are discussed.

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