신제품 개발과정에서 마케터와 디자이너의 역할과 커뮤니케이션에 관한 연구
The Integration and Communication Between Marketing and Design Functions in the Development of New Products
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초록
디자인이라는 요소가 새로운 가치를 창출하고, 제품의 경쟁력을 높일 수 있는 요소로서 중요성이 부각됨에 따라 본 연구에서는 실제로 기업에서 신제품 개발과정에 참여한 마케터, 디자이너들을 대상으로 심층면접(in-depth interview)을 통해 신제품 개발과정이 어떻게 진행되는지 알아보았다. 또한 개발 단계별 이들의 상호 역할과 커뮤니케이션에 대해서 파악하였다. 연구 결과, 기업 내부적으로 정립되어 있는 신제품 개발과정은 프로젝트의 성격과 범위, 보유 기술의 성격, 기술의 변화, 시장의 경쟁 상태 등에 따라 맞춤식으로 운영이 되고 있었다. 또한 운영되는 제품 개발과정 별로 마케팅과 디자인의 협업과 커뮤니케이션은 변화가 있었다. 과거에 비해 기업 내부적으로 제품 개발과정에 있어서 디자이너의 역할 중요성에 대한 인식은 많이 바뀌었으며, 제품 개발 전 과정에 거쳐 디자이너들의 제품 컨셉 아이디어 제안 비율과 제품 개발 주도에 있어서 참여도가 높아졌음을 알 수 있었다. 이러한 결과는 향후 기업들이 디자인 경쟁력 확보를 위해 마케팅과 디자인 기능 간 상호 의존성을 높이고, 상호 가이드 역할을 수행하기 위해 지속적으로 노력해야 함을 시사하고 있으며, 조직적으로 디자인에 대한 사고의 전환을 위하여 장기적인 투자를 필요로 함을 의미한다.
Abstract
This study examines the new product development (or NPD, hereafter) process for products that have been successful in the market. The process is investigated through in-depth interviews with marketers and designers who have participated in the process. The study focuses on how designers and marketers cooperate and communicate with each other throughout the process. It makes an attempt to describe what roles designers and marketers play and how much they get involves in each stage of the NPD process. The results of the study suggest that generally, there is a high level of cross-functional involvement and communication between marketers and designers in the NPD process. At the same time, the results also show that many firms' NPD process is operated with great flexibility on the basis of such factors as characteristics and scales of the project, types and levels of the technology, market situations and so on. The levels of the integration and communication between marketing and design functions in each stage also vary throughout the NPD process. The implications, limitations and future studies based on the current study are discussed.
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