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마케팅 능력과 기업의 신제품 개발성과에 대한 연구 : 마케팅 지식창출을 중심으로

Study on Marketing Capabilities and New Product Development Performance : Focusing on Marketing Knowledge Creation

고인곤
한국상업경영학회 (The Korean Academy of Business Management)|2010.11|상업경영연구 (Korean Journal of Business & Management)|제24권 제4호|pp. 213-238

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참고문헌

키워드

신제품 개발성과지식창출knowledge creation마케팅 능력형식지 / 암묵지marketing capabilitiesexplicit / tacit knowledgeNPD
주제분류경영학

초록

신제품 개발은 기업의 가장 효과적인 성공전략 중 하나이지만 막대한 비용이 소요되는데 비해서 성공가능성은 매우 불투명하다. 따라서 신제품 개발에 성공하지 못하는 경우, 기업의 존속가능성까지 위협받게 되므로 신제품 개발문제는 매우 중요하게 인식되어야 한다. 한편, 기업의 경쟁력을 설명하는 대표적인 접근방법인 자원기반적 시각(Resource Based View)에 의하면 기업이 보유하고 있는 자원의 차이가 기업성과의 차이를 가져오게 되며, 특히 무형자산, 그중에서도 능력이나 지식은 매우 중요한 경쟁우위 요소가 된다. 주목할 점은 기업의 마케팅 능력이나, 마케팅 지식이 타 부문의 능력이나 지식에 비해서 기업성과에 미치는 영향이 상대적으로 지대하다는 것이다. 이는 신제품 개발성과에 있어서도 기업의 마케팅 능력과 지식에 대한 연구가 실무적으로나 학문적으로 매우 큰 의미를 가지며, 나아가 이들 개념을 종합적으로 고려한 연구는 더욱 유용한 결과를 보여줄 수 있다는 것을 의미하지만 유감스럽게도 이러한 연구는 찾아보기 힘들다. 따라서 본 연구는 지식 측면에서 기업의 마케팅 능력이 신제품 개발성과에 미치는 영향을 살펴보고자 하였다. 특히 기존의 지식관련 연구들에 대한 문헌조사와 함께 구조방정식모형을 구축하여 지식의 활용과정을 동태적으로 파악함으로써 이전과는 다른 시각에서 기업의 신제품 개발성과의 영향요소를 규명하고자 하였는데, 이러한 시도는 결과적으로 기존연구들의 단점을 보완함과 동시에 본 연구의 유용성을 제고할 수 있을 것이다.

Abstract

New Product Development(NPD) is the one of the most effective strategies for success. To create superior performances continuously, endless NPD should be necessary. However, the possibility of success of NPD is very uncertain in spite of an enormous expense. Owing to this, many scholars have investigated NPD since mid 1950s and they have commonly insisted upon the importance of role of marketing. It means that marketing is essential factor in NPD. Meanwhile, RBV(Resource Based View), insists that the difference between resources of companies give rise to the difference between performances of companies. Especially, intangible assets like capabilities and knowledge have become very important competitive advantage factors. The significant point is that marketing capabilities and marketing knowledge of company make heavy effect on performance, comparing with those of other function. This means that the study on the effects of marketing capabilities and marketing knowledge upon NPD performance of company can give very fruitful implications both in academic and practical side. Moreover, the integrated study of these constructs can produce more useful results to us. But I could not find those studies unfortunately, as far as I know. For these reasons, in this study, I tried to investigate the effects of marketing capabilities on NPD performance in the side of marketing knowledge. Especially I took literature review in prior knowledge related studies and designed a Structured Equation Model in order to understand knowledge utilization process dynamically. By this study, I could identify the effective factors of NPD performance in the different view from others. And this study can make up for the drawbacks of prior studies and increase the usefulness in academic and practical fields. In this study, I analyzed marketing capabilities of companies those were listed on the Korean Securities Exchange market in the side of knowledge creation. At first, I classified marketing capabilities into four sub-constructs, marketing knowledge holding / sharing / implementing / infrastructure building capabilities. and I investigated the effects of them on NPD performance. The results showed that each marketing capabilities(i.e. sub-constructs) were closely related with others and finally had influenced upon NPD performance positively(+). All path coefficients were statistically significant except one. The noteworthy point is that this study showed the effects of tacit knowledge on NPD. Though the path coefficient value of tacit knowledge between NPD performance was relatively small than that of explicit knowledge, active utilization of tacit knowledge can help to produce good outcomes. So, managers should not only offer the achieved marketing knowledge to organization members clearly and formally, but also melt it into them.

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