시장지향성이 시장지식관리, 제품개발과정에서의 혁신과 기업 성과에 미치는 영향
Relationships Market Orientation and Firm Performance : Mediating Role of Innovations in Market Knowledge and Product Development Management
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초록
시장 지향성과 기업의 재무성과와의 관계를 규명하려는 연구가 많았지만, 몇 몇 소수의 연구들만이 이 관계를 실증적으로 증명하고 있다. 따라서 시장지향성과 기업의 재무성과간의 관계를 보다 명확하게 하기 위하여 최근의 연구에는 시장지향성-재무성과를 매개하는 변수가 도입되고 있는 상황이다. 그러나 이들 연구자들이 채택하고 있는 매개변수가 너무 포괄적이고 실행지침을 제시하지 못하다는 문제가 꾸준히 제기되어 왔다. 본 연구는 기존 문헌을 고찰하여 시장지향성과 기업의 재무성관간의 가장 중요한 매개변수로 혁신을 주목하고, 마케팅관점을 반영하여 구체화된 혁신 차원을 제시하였다. 구체적으로 혁신을 마케팅 관점에서 시장지식관리과정 및 제품개발과정에서의 혁신으로 구분하여 시장지향성과 기업의 재무적 성과간의 관계에서 매개 역할을 실증하였다. 연구결과 시장지향성의 영향력이 이 두 가지 혁신 차원에 긍정적인 영향을 미치고 있으며, 시장지식관리과정 및 제품개발과정에서의 혁신은 기업의 재무성과에도 긍정적인 영향을 미치고 있는 것으로 나타났다. 단, 시장지향성이 재무성과에 미치는 영향은 통계적으로 유의하지 않는 것으로 나타났다.
Abstract
Linkage between market orientation and firm's financial performance has been examined by a number of scholars. However, there is few studies found a positive association empirically between market orientation and firm's financial performance. To solve the problem, recently a few studies has introduced mediators between market orientation and firm's financial performance. But these mediators were too broad and took organizational approaches. Therefore this study examines actualized mediators between market orientation and firm's financial performance. Especially this study considered two dimensions of innovations in the perspective of marketing core process.The study finds that market orientation spur two dimension of innovation. Also linkage between theses innovation types and firm's financial performance has positive association. But, the direct relationship market orientation and firm's financial performance is not supported.
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