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기업의 생산전략이 기업의 신제품 개발에 미치는 영향에 대한 실증적 연구

An Empirical Study on the Effect of a Production Strategy on New Product Development

임수빈|황선일|민순홍
한국로지스틱스학회 (Korea Logistics Society)|2019.03|로지스틱스연구 (Korean Journal of Logistics)|제27권 제1호|pp. 47-70|DOI 10.15735/kls.2019.27.1.004

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키워드

performance신제품 개발 성과new product development생산전략competitive advantage위치적 우위신제품 개발 역량SPP 이론productions strategysource of advantage-positional advantage-firm performance (SPP) framework
주제분류경영학

초록

기업들은 신제품 개발을 시장에서 경쟁우위를 획득하기 위한 효과적인 전략적 도구로 간주하여 왔다. 신제품 개발 연구는 주로 마케팅 관점에서 그 선행 요인 및 결과변수를 밝히는데 집중하여 온 결과, 생산관리의 역할에 대한 연구는 거의 없다. 본 연구는 이와 같은 선행 연구의 부족함을 보완하기 위하여 기업의 생산관리를 중심으로 신제품 개발성과를 분석하였다. 특별히 기업의 source of advantage-positional advantage-firm performance (SPP) 이론과 기존 선행연구들을 바탕으로 기업의 생산전략이 신제품 개발 역량에 긍정적 영향을 끼치고, 이는 다시 신제품 개발 성과 향상에 기여한다고 제안하고 이를 실증하였다. 이와 같은 연구목적을 달성하기 위하여 본 연구는 한국산업통상자원부와 한국생산성본부가 공동으로 주관하여 수집한 제조업 생산성 패널 자료를 활용하였으며 가설 검증에 구조방정식 모형(AMOS)을 사용하였다. 분석결과 기업의 생산전략이 신제품 개발역량에 긍정적 영향을 끼침을 확인하였다. 또한 생산역량이 신제품 개발성과를 높이는 것도 실증적으로 증명하였다. 아울러 광의의 생산전략이 기능부서가 아닌 전사적 개념이며, 기업 경쟁우위의 원천임을 확인하였다. 특히 본 연구는 경영진에게 생산전략의 역할이 생산 부서에만 국한되지 않고, 전사적으로 신제품개발 프로세스에서 핵심적 역할을 수행함을 증명하였다는 점에 학문적 의의가 있다.

Abstract

Companies have seen new product development as an effective strategic tool for gaining competitive advantage in the marketplace. Although abundant research programs on new product development have existed, they have mainly focused on identifying the leading factors and outcome variables from the marketing point of view, and there is little research on the role of production management. In order to overcome the shortcomings of the previous studies, this study theorizes and empirically tests the role of production strategy in a broader sense in the development of new product development capability ased on the company's source of advantage-positional advantage-firm performance (SPP) framework. In specific, this study proposes that a firm's production strategy has a positive effect on new product development capacity that, in turn, contributes to the improvement of new product development performance. The empirical test utilizes data from manufacturing productivity panel, which is collected by the Ministry of Industry and Commerce of Korea and the Korea Productivity Center. The hypotheses test is performed using structural equation modeling. The empirical results of this study show that the company 's production strategy in a broader sense had a positive effect on new product development capacity. In addition, this study demonstrates that new product development capability enhances new product development performance. This study results also presents that production strategy in a broader sense is a organizational level concept, not a functional level one, helping a firm gain positional advantage in the marketplace. This study is one of a few that proposes and empirically tests the strategic role of production strategy in the context of new product development based on the SPP framework as a theoretical foundation.

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