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판매조직에 의한 신제품 아이디어 창출에 관한 연구－한국소재 외국계 반도체기업을 대상으로－

A study on new product idea generation in the sales organization: Based on foreign semiconductor company in Korea

임채성|송기탁
한국산업경영학회 (Korean Association Of Industrial Business Administrarion)|2015.11|경영연구 (Journal of Business Research)|제30권 제4호|pp. 229-256|DOI 10.22903/jbr.2015.30.4.229

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참고문헌

키워드

Salesperson신제품 아이디어 창출판매조직 구성원부트래깅 활동New product idea generationBootlegging activity
주제분류경영학

초록

고객의 니즈를 충족시키기 위한 솔루션 형태의 신제품 아이디어는 주로 R&D조직에 의한 결과물로 여겨져 왔다. Von Hippel(1989)의 사용자 혁신(User Innovation)에 의한 연구는 고객 스스로가 욕구를 충족시키기 위하여 아이디어 창출의 주체가 될 수 있음을 증명 하였지만 기업내부에서 판매조직이 신제품 아이디어를 창출하고 있다는 것에 대한 연구는 매우 부족하다. 그러므로 본 연구는 비 R&D조직인 판매조직의 구성원들이 신제품 아이디어를 창출하고 있는지와 창출된 아이디어들이 신제품 성과에도 영향을 주는지를 연구하기 위하여 외국계 반도체기업 판매조직의 구성원들을 대상으로 102부의 설문자료를 확보하였고, Smart PLS를 이용하여 구조 방정식모형으로 통계분석을 실시하였다. 분석 결과 기존 연구에서 밝혀지지 않았던 판매조직 내 구성원들도 신제품 아이디어를 창출하고 있음을 확인할 수 있었다. 특히 판매조직의 구성원들도 R&D조직의 구성원들과 같이 부트래깅 활동(Bootlegging Activity)을 통하여 신제품 아이디어를 창출하고 있음을 확인할 수 있었다. 그리고 창출된 신제품 아이디어들은 신제품 성과에 긍정적인 영향을 미치고 있었다. 본 연구결과가 주는 가장 큰 학문적인 시사점은 기존에 규명이 이루어지지 않았던 판매조직 내 구성원들이 혁신활동을 통해 신제품 아이디어를 창출하고 있다는 것을 입증한 것이다. 특히 R&D조직에서만 일어나는 부트래깅 활동을 통하여 판매조직도 신제품 아이디어를 창출하고 있었다. 실무적인 시사점은 창출된 아이디어들이 신제품 성과에 긍정적 영향을 미치고 있으므로 기업은 아이디어 창출에 대한 전략적인 활용이 필요하며 신제품 개발 프로세스에 판매조직의 적극적인 참여를 고려할 필요가 있다는 점이다.

Abstract

It has been widely understood that new product idea generation is formed at the early stages of innovation processes and these ideas which will address customer's needs as a solution are outputs of mainly R&D organization. The study, “User Innovation”, done by Von Hippel(1989) shows that customer by themselves can be the main drivers of new product idea generation. However, his study does not show enough about non R&D organizations' contribution towards new product idea generation, for example, salesperson in sales organization. Hence, this study has attempted to fill this gap by examining whether members of non R&D organizations generate new product ideas and these ideas can give any positive impact on new product performance. This study focuses on 102 questionnaires data and uses it to conduct by Smart PLS (structural equation modeling tool). The results show that salesperson in sales organizations are generating new product ideas and these results were not found from prior study. Especially, they are generating new product ideas by bootlegging activity just like those activities done by R&D, and these ideas are giving a significant positive impact on new product performance. The main contribution of this study proved that salesperson generate new product ideas which has overlooked by other studies by means of innovation activity. Especially, it was also proved that they are generating new product ideas through bootlegging activity which is done by R&D organization's own activity. Another contribution of this study is that new product ideas gave a positive effect on product performance. So, firms should make full use of product idea generation for strategic use and consider sales team to be involved in new product development process.

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