본문 바로가기
KERD
논문KCI 등재

기업의 친환경 상품 혁신역량 결정 요인: 시장지향성을 중심으로

A Determinant of a Firm’s Green Product Innovation Capabilities: Market Orientation

허대식|김경순|민순홍|이수민
한국로지스틱스학회 (Korea Logistics Society)|2015.12|로지스틱스연구 (Korean Journal of Logistics)|제23권 제4호|pp. 65-88|DOI 10.15735/kls.2015.23.4.005

0

조회

0

다운로드

4

인용

0

참고문헌

키워드

고객지향성시장지향성customer orientationgreen product innovation capabilitymarket orientation경쟁자 지향성interfunctional coordination기능 간 조정친환경 상품 혁신역량competitor orientation
주제분류경영학

초록

환경문제에 대하여 사회 전반의 우려와 관심이 높아짐에 따라 소비자의 친환경 상품에 대한 요구도 증가하고 있다. 또한 점차 강화되는 환경 관련 규제는 공급망 활동에 참여하는 모든 기업들의 규제 준수 관련 비용을 증가시키고 있다. 높아지는 소비자의 기대를 충족시키고 점차 강화되는 환경관련 규제를 준수하면서도 이에 수반되는 비용을 통제하기 위해서는 제품이나 서비스 자체의 친환경성 뿐만 아니라 높은 품질, 적정한 가격을 모두 갖춘 혁신적 친환경 상품(제품과 서비스의 결합체)의 개발이 시급하다. 공급망 전체의 경쟁력이 개별 기업의 경쟁력을 결정하는 현 시대 (Gilmore 2006)에 공급망 차원의 친환경 상품 개발 역량을 확보하는 것이 이상적이라 하겠다. 그러나 현실적으로는 공급망 관리에 참여하는 개별 기업의 친환경 상품 혁신역량개발이 우선일 것이다. 따라서 본 연구는 친환경 시대에 공급망 관리에 참여하는 개별 기업이 경영성과를 높이기 위해서는 친환경 상품 혁신역량을 개발하여야 하며, 이러한 역량은 기업의 시장 지향적 문화를 바탕으로 개발할 수 있다고 제안한다. 구체적으로 본 연구는 시장지향성을 고객지향성, 경쟁자지향성, 기능 간 조정의 세 가지 차원성으로 구분한 후, 고객 및 경쟁자 지향성이 기능 간 조정에 정의 영향을 미치고, 기능 간 조정은 기업의 친환경 상품 혁신역량에 정(+)의 영향을 미친다는 가설을 설정한다. 또한 기능 간 조정은 고객 및 경쟁자 지향성과 기업의 친환경 상품 혁신 역량 간 관계를 매개함을 제안한다. 총 93개 기업으로부터 수집한 데이터를 이용한 가설 검증 결과, 기능 간 조정은 기업의 친환경 상품 혁신역량에 유의한 정의 영향을 미침은 물론, 고객 및 경쟁자 지향성과 친환경 상품 혁신역량의 관계를 완전 매개함을 보여준다. 본 연구의 실증 결과는 공급망 내의 전통적 주요 이해관계자인 고객 및 경쟁자로부터 적극적으로 시장 정보를 획득하여 대처하는 기업의 노력이 친환경 맥락에서도 핵심 성공요인임을 새삼 일깨워준다. 또한 공급망 내 이해관계자들로부터 획득한 시장정보는 기업 내 이해관계자인 관련부서 간 의견교환을 통해서만 기업의 역량으로 전환됨을 보여준다. 마지막으로, 본 연구는 공급망 전체의 친환경 상품 개발은 결국 공급업체의 역량에 의존함을 감안하여 공급업체 선정 시 그 업체의 친환경 상품혁신 개발 역량을 평가함은 물론 그 선행 조건으로써의 시장지향성 정도를 평가하여야 함을 보여준다.

Abstract

As environmental issues has emerged as a major social concern, consumers have increasingly demanded eco-friendly or green products at reasonable price. In addition, ever stricter environmental regulations push up firm’s costs for environmental conformance. To cope with ever-increasing consumer’s complex needs and cut conformance costs at the same time in the course of maintaining competitiveness in the market, supply chain partners have realized the importance of green product innovation capability. In the age of supply chain vs. supply chain competition, it is ideal to develop supply-chain-wide capability for green product innovation capability. In reality, however, a supply chain as a whole cannot do so without accumulating green product innovation capability of each partner. Therefore, we focus on theorizing and empirically testing potential antecedents and consequences of individual supply chain partner’s green product innovation capability. In specific, we suggest a firm’s market orientation as a critical prerequisite for its green product innovation capability development. Specifically, we propose that the firm’s customer orientation and competitor orientation should precede interfunctional coordination that is a critical organizational learning process to absorb green product innovation information. In turn, interfunctional coordination is a key contributing process for the firm’s green product innovation capability. This study is one of the seminal studies that examines the role of market orientation in developing a firm’s green product innovation capability. This study empirically proves the three dimensions of market orientations either directly or indirectly influence the firm’s green product innovation capability. In addition, this study explored causal relationships among the three dimensions of market orientation, and empirically validated that customer orientation and competitor orientation should be followed by interfunctional coordination.

참고문헌 (107)

  1. 강찬수, "소비자 셋 중 두 명, 가격 비싸도 친환경제품 살 것", 중앙일보, 2014.11.27, ~ (2014)
  2. 김계수, "구조방정식 모형분석" (2007), 한나래출판사
  3. 김동균, "시장지향성과 전략-환경 적합성간의 관계에대한 통합적모델", 로지스틱연구, 7(1), pp.97~118 (1999)
  4. 나진성, "Using the Analytical Hierarchy Process to Determine Best Practices for Green Supply Chain Management", 로지스틱스연구, 21(4), pp.35~50 (2013), 한국로지스틱스학회
  5. 민순홍, "지속가능 경영의 통합적 이론 모형", 로지스틱스연구, 20(1), pp.45~71 (2012), 한국로지스틱스학회[DOI]
  6. 박석하, "환경친화적 수.배송 물류활동의 지표 활용에 관한 사례연구", 로지스틱스연구, 17(1), pp.21~31 (2009), 한국로지스틱스학회
  7. 박석하, "환경물류활동과 물류운영특성이 물류성과에 미치는 영향", 로지스틱스연구, 14(1) (2006), 한국로지스틱스학회
  8. 박찬권, "친환경공급사슬관리가 기업의 사회적 책임성과에 미치는 영향에 대한 연구", 로지스틱스연구, 19(2), pp.41~63 (2011), 한국로지스틱스학회
  9. 박찬권, "친환경공급사슬구성요인과 친환경공급사슬관리, 공급사슬관리 성과 간의 관계에 대한 연구", 로지스틱스연구, 22(2), pp.1~22 (2014), 한국로지스틱스학회
  10. 설성인, "전자제품 포장재도 친환경…삼성·LG 사탕수수부터 재생지 사용 확대", 조선비즈, 2014.02.25, ~ (2014)
  11. 오세영, "환경 물류에 관한 서설적 고찰", 로지스틱스연구, 9(2), pp.30~49 (2001)
  12. 이강대, "물류 시스템의 환경 유발 요인 최소화 방안에 관한 연구", 로지스틱스연구, 9(2), pp.50~79 (2001)
  13. 정헌배, "기업의 환경물류 실행에 관한 연구", 로지스틱스연구, 13(1), pp.19~40 (2005), 한국로지스틱스학회
  14. 정혜연, "환경친화적 물류활동이 물류성과에 미치는 영향", 로지스틱스연구, 18(2), pp.5~20 (2010), 한국로지스틱스학회
  15. 최신영, "경쟁우위 창출을 위한 환경경영전략의 유형분류", 대한경영학회지, 25(1), pp.69~92 (2012), 대한경영학회
  16. 최용정, "국내 물류기업의 환경친화적 물류관리 활동 및 성과 차이분석", 로지스틱스연구, 13(2), pp.133~150 (2005), 한국로지스틱스학회
  17. 그린스타-이노스타 소비자 리서치, "한국능률협회인증원", 한국능률협회인증원, ~ (2012)
  18. Ajitabh, A., "Competitiveness of firms : review of theory, frameworks and models", Singapore Management Review, 26(1), pp.45~61 (2004)
  19. Akman G., "Innovative capability, innovation strategy and market orientation : an empirical analysis in Turkish software industry", International Journal of Innovation Management, 12(01), pp.69~111 (2008)
  20. Atuahene-Gima K, "Market orientation and innovation", Journal of Business Research, 35(2), pp.93~103 (1996)
  21. Bagozzi R. P., "On the evaluation of structural equation models", Journal of the Academy of Marketing Science, 16(1), pp.74~94 (1988)
  22. Baker G, "Wal-mart's Green Initiative: Status Report", Wall Street Journal, 2014.08.04, ~ (2014)
  23. Baron R. M., "The moderator–mediator variable distinction in social psychological research : Conceptual, strategic, and statistical considerations", Journal of Personality and Social Psychology, 51(6), pp.1173~ (1986)
  24. Bernauer T., "Explaining green innovation : Ten years after Porter’s Win-Win Proposition : How to Study the Effects of Regul ation on Corporate Environmental Innovation?", Politische Vierteljahresschrift, 39, pp.323~341 (2007)
  25. Calantone R. J., "Learning orientation, firm innovation capability, and firm performance", Industrial Marketing Management, 31(6), pp.515~524 (2002)
  26. Carter C. R., "Purchasing's role in environmental management : cross-functional development of grounded theory", Journal of Supply Chain Management, 37(3), pp.12~26 (2001)
  27. Carter C. R., "Electronic reverse auction configuration and its impact on buyer price and supplier perceptions of opportunism : A laboratory experiment", Journal of Operations Management, 25(5), pp.1035~1054 (2007)
  28. Ngai J., "Market orientation and business performance : some evidence from Hong Kong", International Marketing Review, 15(2), pp.119~139 (1998)
  29. Chang T., "Manufacturer channel management behavior and retailers' performance : an empirical investigation of automotive channel", Supply Chain Management : An International Journal, 8(2), pp.132~139 (2003)
  30. Chen, Y, "The driver of green i nnovation and green image–green core competence", Journal of Business Ethics, 81(3), pp.531~543 (2008)
  31. Chen Y., "The influence of green innovation performance on corporate advantage in Taiwan", Journal of Business Ethics, 67(4), pp.331~339 (2006)
  32. Chiou T., "The influence of greening the suppliers and green innovation on environmental performance and competitive advantage in Taiwan", Transportation Research Part E : Logistics and Transportation Review, 47(6), pp.822~836 (2011)
  33. Churchill J, "A parad igm for developing better measures of marketing constructs", Journal of Marketing Research, 16(1), pp.64~73 (1979)
  34. Clark, Kim B., "Product development Performance" (1991), Harvard Business School Press
  35. Cone Releases 2013 Cone Communications Green Gap Trend Tracker, "Cone communication", Cone communication, ~ (2013)
  36. Connelly S., "Bridging sustainability and the social economy : Achieving community transformation through local food initiatives", Critical Social Policy, 31(2), pp.308~324 (2011)
  37. Cooper R. G, "The NewProd system : Th e industry experience", Journal of Product Innovation Management, 9(2), pp.113~127 (1992)
  38. Crittenden V. L., "Market-oriented sustainability : a conceptual framework and propositions", Journal of the Academy of Marketing Science, 39(1), pp.71~85 (2011)
  39. Damanpour F, "Organizational innovation : A meta-analysis of effects of determinants and moderators", Academy of management journal, 34(3), pp.555~590 (1991)
  40. Day G. S, "The capabilities of market-driven organizations", The Journal of Marketing, 58(4), pp.37~52 (1994)
  41. Dekker R., "Operations Research for green logistics–An overview of aspects, issues, contributions and challenges", European Journal of Operational Research, 219(3), pp.671~679 (2012)
  42. Deng S., "Measuring market orientation : A multi-factor, multi-item approach", Journal of Marketing Management, 10(8), pp.725~742 (1994)
  43. Deshpandé R., "Corporate culture, customer orientation, and innovativeness in Japanese firms : a quadrad analysis", The journal of Marketing, 57(1), pp.23~37 (1993)
  44. Felton, A. P, "Making the marketing concept work", Harvard Business Review, 37(4), pp.55~65 (1959)
  45. Freeman R. E, "Strategic management: A stakeholder approach" (2010), Cambridge University Press
  46. Frishammar J., "Managing external information in manufacturing firms : The impact on innovation performance", Journal of Product Innovation Management, 22(3), pp.251~266 (2005)
  47. Gatignon H., "Strategic orientation of the firm and new product performance", Journal of Marketing Research, 34(1), pp.77~90 (1997)
  48. Guenzi P., "The joint contribution of marketing and sales to the creation of superior customer value", Journal of Business Research, 60(2), pp.98~107 (2007)
  49. Hair J. F., "Multivariate analysis" (1998), Prentice Hall International
  50. Han, J. K., "Market orientation and organizational performance : is innovation a missing link?", The Journal of marketing, 62(4), pp.30~45 (1998)
  51. Hayes, Andrew F, "Beyond Baron and Kenny : Statistical mediation analysis in the new millennium", Communication Monographs, 76(4), pp.408~420 (2009)
  52. Heisler, W. J., "Executive and MBA student views of corporate promotion practices : A structural comparison", Academy of Management Journal, 21(4), pp.731~737 (1978)
  53. Homburg C., "Marketing's influence within the firm", The Journal of Marketing, 63(2), pp.1~17 (1999)
  54. Hong P., "Implementation of strategic green orientation in supply chain : an empirical study of manufacturing firms", European Journal of Innovation Management, 12(4), pp.512~532 (2009)
  55. Hopkins M. S, "The Four-Point Supply Chain Check List : How Sustainability Creates New Opportunity", MIT Sloan Management Review, 51(4), pp.65~69 (2010)
  56. Horbach J, "Determinants of environmental innovation—new evidence from German panel data sources", Research policy, 37(1), pp.163~173 (2008)
  57. Hult G. T. M, "Market-focused sustainability : market orientation plus!", Journal of the Academy of Marketing Science, 39(1), pp.1~6 (2011)
  58. Hult G. T. M., "Innovativeness : its antecedents and impact on busines s performance", Industrial marketing management, 33(5), pp.429~438 (2004)
  59. Hurley R. F., "Innovation, market orientation, and organizational learning : an integration and empirical examination", The Journal of Marketing, 62(3), pp.42~54 (1998)
  60. Im S., "Crafting an environment to foster integration in new product teams", International Journal of Research in Marketing, 25(3), pp.164~172 (2008)
  61. Im S., "Market orientation, creativity, and new product performance in hightechnology firms", Journal of marketing, 68(2), pp.114~132 (2004)
  62. Johnson A. J., "Market orientation, innovativeness, and performance of food companies", Journal of Agribusiness, 27(1, pp.2) (2009), 85~106
  63. Kahn, K. B., "Logistics and interdepartmental integration", International Journal of Physical Distribution & Logistics Management, 26(8), pp.6~14 (1996)
  64. Kammerer D, "The effects of customer benefit and regulation on environmental product innovation. : Empirical evidence from appliance manufacturers in Germany", Ecological Economics, 68(8), pp.2285~2295 (2009)
  65. Kogut B., "Knowledge of the firm, combinative capabilities, and the replication of technology", Organization science, 3(3), pp.383~397 (1992)
  66. Kohli A. K., "Market orientation : the construct, research propositions, and managerial implications", The Journal of Marketing, 54(2), pp.1~18 (1990)
  67. Kotler P, "Social marketing of health behavior, in Marketing health behavior" (1984), Springer
  68. Krohmer H., "Should marketing be cross-functional? Conceptual development and international empirical evidence", Journal of Business research, 55(6), pp.451~465 (2002)
  69. Lamming R., "The environment as a supply chain management issue", British Journal of Management, 7(1), pp.45~62 (1996)
  70. Langerak F., "The impact of market orientation, product advantage, and launch proficiency on new product performance and organizational performance", Journal of Product Innovation Management, 21(2), pp.79~94 (2004)
  71. Lau, A. K., "Effects of supplier and customer integration on product innovation and performance : empirical evidence in Hong Kong manufacturers", Journal of Product Innovation Management, 27(5), pp.761~777 (2010)
  72. Lawrence P., "Managing differentiation and integration, Organization and Environment" (1967)
  73. Lawson B., "Developing innovation capability in organisations : a dynamic capabilities approach", International Journal of Innovation Management, 5(3), pp.377~400 (2001)
  74. LEI W. U., "How can Enterprises Achieve the Green Institution Innovation", Soft Science, 1, pp.8~ (2003)
  75. Leibrecht S., "Techniques for the integration of expert knowledge into the development of environmentally sound products", Journal of Engineering Design, 15(4), pp.353~366 (2004)
  76. Lieberman M. B., "Why do firms imitate each other?", Academy of Management Review, 31(2), pp.366~385 (2006)
  77. Lukas B. A., "The effect of market orientation on product innovation", Journal of the Academy of Marketing Science, 28(2), pp.239~247 (2000)
  78. MacKinnon D. P, "Introduction to statistical mediation analysis" (2008), Routledge
  79. McFarland R. G., "Supply chain contagion", Journal of Marketing, 72(2), pp.63~79 (2008)
  80. Min S., "The role of marketing in supply chain management", International Journal of Physical Distribution & Logistics Management, 30(9), pp.765~787 (2000)
  81. Nakata C., "Antecedents and consequence of Korean and Japanese new product advantage", Journal of Business Research, 59(1), pp.28~36 (2006)
  82. Narver J. C., "The effect of a market orientation on business profitability", The Journal of Marketing, 54(4), pp.20~35 (1990)
  83. Nidumolu R., "Why Sustainability Is Now the Key Driver of Innovation", Harvard Business Review, pp.57~64 (2009)
  84. Nunnally J, "Psychometric methods" (1978), McGraw
  85. Panayides P. M, "Marketing in Asia-Pacific logistics companies: a d iscriminant analysis between marketing orientation and performance", Asia Pacific Journal of Marketing and Logistics, 16(1), pp.42~68 (2004)
  86. Prahalad, CK., "The core competence of the corporation", pp.235~256 (1990)
  87. Preacher K. J., "Asymptotic and resampling strategies for assessing and comparing indirect effects in multiple mediator models", Behavior Research Methods, 40(3), pp.879~891 (2008)
  88. Preacher K. J., "SPSS and SAS procedures for estimating indirect effects in simple mediation models, Behavior Research Methods", Instruments & Computers, 36(4), pp.717~731 (2004)
  89. Pujari D, "Eco-innovation and new product development : understanding the influences on market performance", Technovation, 26(1), pp.76~85 (2006)
  90. Reid F, "Creating a knowledge-sharing culture among diverse business units", Employment Relations Today, 30(3), pp.43~49 (2003)
  91. Ross W. B., "The role of climate and socializ ation in developing inte rfunctional coordination", The Learning Organization, 9(1), pp.29~38 (2002)
  92. Ruekert R. W., "Marketing's interaction with other functional units : a conceptu al framework and empirical evidence", The Journal of Marketing, 51(1), pp.1~19 (1987)
  93. Sandvik I. L., "The impact of market orientation on product innovativeness and business performance", International Journal of Research in Marketing, 20(4), pp.355~376 (2003)
  94. Schlegelmilch B. B., "Knowledge management in marketing", The Marketing Review, 3(1), pp.5~19 (2002)
  95. Schot J., "Introduction: the greening of the industrial firm, Environmental Strategies for Industry" (1993), Island Press
  96. Slater S. F., "Market orientation and the learning organization : Learning and Empowerment from whom?", Management Learning, 29(3), pp.337~364 (1995)
  97. Slater S. F., "Market orientation, customer value, and superior performance", Business Horizons, 37(2), pp.22~28 (1994)
  98. Sobel M. E, "Asymptotic confidence intervals for indire ct effects in structural e quation models", Sociological Methodology, 13(1982), pp.290~312 (1982)
  99. Song X.M, "An tecedents and consequences of crossfunctional cooperation : a comparison of R&D, manufacturing, and marketing perspectives", Journal of Product Innovation Management, 14(1), pp.35~47 (1997)
  100. Song X. M., "The impact of cross-functional joint involvement across product development stages : an exploratory study", Journal of Product Innovation Management, 15(4), pp.289~303 (1998)
  101. Thompson V. A, "Bureaucracy and innovation", Administrative Science Quarterly, 10(1), pp.1~20 (1965)
  102. Unruh G., "Winning in the green frenzy", Harvard Business Review, 88(11), pp.110~116 (2010)
  103. Wheelwright S. C., "Revolutionizing product development: quantum leaps in speed, efficiency, and quality" (1992), Simon and Schuster
  104. Zaltman G., "Innovations and organizations" (1973), Wiley
  105. Zhu Q., "Relationships between operational practices and performance among early adopters of green supply chain management practices in Chinese manufacturing enterprises", Journal of Operations Management, 22(3), pp.265~289 (2004)
  106. "Nearly half of adults are more inclined to buy eco-friendly products, and four in ten would pay more for them" (2012)[URL]
  107. "Green Logistics, White Paper Tata Consulting Systems" (2011)[URL]

관련 논문AI추천

기업의 규제자지향성과 고객지향성이 경영 성과에 미치는 영향: 친환경 제품혁신역량의 매개효과를 중심으로김경순, 민순홍, 이수민, 허대식한국생산관리학회 · 한국생산관리학회지2015 · 제26권 제4호국내제조업체의 시장지향성, 공급사슬관리 능력, 그리고 성과간의 구조적 관계양영익한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2007 · 제15권 제3호한국제조기업의 시장지향성이 제품혁신, 마케팅능력, 그리고 성과에 미치는 영향김창수, 양영익한국산업경영학회 · 경영연구2007 · 제22권 제2호우리나라 수출제조기업의 전략적 그린지향성 선행요인과 성과김성엽, 조준연, 주혜영한국디지털무역연구소 · 디지털무역리뷰2014 · 제12권 제4호공급사슬 내 친환경경영을 위한 경계확장루틴의 역할: 전략-구조-성과 이론을 기반으로김경순, 민순홍, 허대식한국로지스틱스학회 · 로지스틱스연구2022 · 제30권 제2호기업 간 장기적 관계지향성이 그린공급사슬관리와 성과에 미치는 영향김병근, 박영찬, 이승기한국중소기업학회 · 중소기업연구2017 · 제39권 제1호

이 간행물의 다른 논문 (7건)

혼합형 배치설계를 위한 화음 탐색 기반 알고리듬강수민, 채준재pp. 1-14제조기업의 고객기업 통합과 공급기업 통합이 물류성과에 미치는 영향이은지, 김효진, 허대식pp. 15-34조립제조산업에서의 자재분류 요인분석에 관한 사례연구구본진, 박민영pp. 35-50불확실한 공급환경이 공급망 관리 활동에 미치는 영향: 공급망 구성원들 간 관계적 특성의 매개효과를 중심으로김석수, 성현정pp. 51-6421세기 해상 실크로드 중국 취안저우 항만활성화에 관한 연구까오 티에린, 고현정pp. 89-100
원문 보기