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기술지향성이 제품품질, 혁신속도, 기술역량 그리고 신제품성과에 미치는 영향: 시장진입순서의 조절효과

The Effects of Technology Orientation on Product Quality, Technological Capability, Innovation Speed and NP Performance: Moderating Effect of Order of Market Entry

정덕화
한국전략마케팅학회 (Korean Strategic Marketing Association)|2012.09|마케팅논집(Journal of Marketing Studies) (Journal of Marketing Studies)|제20권 제3호|pp. 129-153

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키워드

제품품질Product Quality신제품성과Technological Capability기술지향성Technology Orientation기술역량혁신속도시장진입순서Innovation SpeedOrder of Market EntryNP Performance

초록

오랫동안 기술지향성과 제품개발의 관계에 대한 대부분의 연구는 제품혁신을 매개변수로써 성과간의 인과관계를 검증하거나 혹은 기술지향성과 성과의 직접적인 관계에 주로 국한되어 있어서 제조업체에 성장의 근원이라고 할 수 있는 제품품질, 기술역량과 혁신속도에 대한 연구결과가 해외나 국내에서도 아직 부분적이고 충분하지 않아서 국내기업의 실무에 제대로 적용되지 못하고 있는 현실이다. 또한 시장진입순서(선발진입, 후발진입)가 신제품성과에 미치는 영향에 대한 연구가 필요함에도 불구하고 아직 발표되지 않았다. 본 연구의 목적은 첫째, 기업의 기술지향성이 제품품질, 기술역량과 혁신속도 향상에 긍정적인 영향을 끼쳐 결과적으로 기업의 신제품성과에 기여한다는 가설들을 검증하고 둘째, 시장진입순서는 매개변수인 제품품질, 기술역량, 혁신속도와 신제품성과 간의 사이에서 어떠한 조절역할을 수행하는지를 밝히는데 있다. 이러한 연구목적을 달성하기 위해 각 요인들 간의 관계를 국내 식품․제약업체를 대상으로 159개 기업을 설문조사하여 SPSS 18.0과 AMOS 7.0 프로그램을 통해 실증분석을 수행하였다. 연구결과는 다음과 같다. 첫째, 기업은 기술지향성 강화를 통하여 성장성, 수익성, 고객만족 등의 신제품성과에 직접적으로 영향을 주는 기술역량과 혁신속도를 증대시킬 수 있다는 연구결과를 얻었지만, 제품품질은 신제품성과에 영향을 미치지 않는 것으로 나타났다. 이는 제품품질이 중요하지만 반드시 시장에서 성공하는 것은 아니며, 기술지향성 향상이 제조기업의 기술역량과 혁신속도를 증대시키고 이러한 기술역량 및 혁신속도 증대가 신제품성과를 증대시킨다는 의미이다. 둘째, 신제품의 시장진입순서의 조절효과 결과를 종합해 보면 시장의 선발진입의 경우 혁신속도를 강화하면 신제품성과가 확대될 수 있고, 후발진입의 경우에는 제품품질과 혁신속도를 제고시키면 신제품성과가 확대될 수 있으며, 기술역량은 신제품성과의 관계에서 진입순서가 영향을 미치지 않는다는 것으로 나타났다. 그러므로 제조기업들은 기술지향성과 더불어 신제품성과를 증대시키기 위해서는 기업의 상황에 맞는 시장진입전략에 따라 제품품질과 혁신속도 강화에 투자를 집중 할 필요가 있다는 것을 의미한다.

Abstract

Many researches regarding technology orientation have been published so far. Particularly, the effects of technology orientation on product innovation and marketing capability have been studied much. However, few studies on technology orientation has a impact on product quality, product quality, technological capability, and innovation speed and, thereby, NP(new product) performance. This study hypothesizes that technology orientation enhances product quality, product quality, technological capability, and innovation speed and thus increases firm's NP performance. Thus, the objectives of this study are two-fold as follows. First, this research examines the effects of technology orientation on product quality, technological capability, and innovation speed. Second, this research examines the effects of order of market entry(early entrant, late entrant) on the relationship between product quality, technological capability, and innovation speed and NP performance. Hence, order of market entry are considered as important factors which would affect firm's NP performance in the market. The results of the hypotheses are as follows. First, technology orientation has a significant positive impact on product quality, but product quality does not directly affect to the NP performance. Second, technology orientation has a significant positive impact on both technological capability and innovation speed. Third, both technological capability and innovation speed have positive impacts on NP performance. Fourth, order of market entry has the moderating effect on the causal relationship between product quality and NP performance, also innovation speed does. But it is found that the order of market entry has not the moderating effect on the causal relationship between technological capability and NP performance.

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