코스닥기업의 연구개발 관리활동과 마케팅 활동이 신제품출시 시장성과에 미치는 영향: 벤처기업 대 일반기업
The Effects of R&D Management and Marketing Activities on the New Product Performance in KOSDAQ: Venture versus non-Venture
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초록
본 연구의 목적은 코스닥시장의 벤처기업과 일반기업 간 연구개발 관리활동과 마케팅 활동이 신제품출시 시장성과에 미치는 영향을 비교하여 분석하는데 있다. 코스닥기업 설문조사 기간은 2006년 9월 1일부터 10월 31일까지이며, 543부의 설문지를 분석하였다. 분석결과는 다음과 같다. 첫째, 성과목표, 정보시스템, 아이디어의 원천 등의 연구개발 관리활동이 신제품출시 시장성과에 미치는 영향을 비교하여 분석한 결과 벤처기업이 일반기업보다 긍정적 영향을 미치는 것으로 나타났다. 이러한 결과는 벤처기업 못지않게 일반기업도 연구개발 관리활동을 효과적으로 수행하기 위해서 성과목표, 정보시스템, 아이디어의 원천 등의 과업을 잘 수행하고 체계적으로 관리하여야 함을 시사하고 있다. 둘째, 판매시장 정보, 마케팅 능력 등의 마케팅 활동이 신제품출시 시장성과에 미치는 영향을 비교하여 분석한 결과 벤처기업이 일반기업보다 긍정적 영향을 미치는 것으로 나타났다. 이러한 결과는 벤처기업 못지않게 일반기업도 마케팅 활동을 효과적으로 수행하기 위해서 판매시장 정보, 마케팅 능력 등의 과업을 잘 수행하고 체계적으로 관리하여야 함을 시사하고 있다.
Abstract
The purpose of this study is to analyze the effect of R&D activities and marketing on the new high-tech product launch performance between venture business and non-venture business in KOSDAQ. To accomplish the purpose of the study, working hypotheses were established based on literatures about the impacts of R&D activities and marketing on the new high-tech product launch performance. In order to verify hypotheses, the data were collected from leader of each department(team manager), leaders of R&D, production, and marketing department, and the members of R&D project team who all had experience in the project or were participating in it. To analyze the collected data, frequency analysis, factor analysis, reliability analysis, correlation analysis, and multi-regression analysis were used. The results of the study are summarized as follows : First, in analysis on the impact of R&D activities on the new high-tech product launch performance, venture business than non-venture business listed on KOSDAQ were more significant. Second, in analysis on the impact of marketing activities on the new high-tech product launch performance, venture business than non-venture business listed on KOSDAQ were more significant. In the result, this study suggests that firms should recognize impact of R&D activities(performance objectives, information system, and source of idea) and marketing activities(market information and marketing capability) in order to improve new high-tech product launch performance.
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