신제품개발성과의 결정요인과 환경동태성의 조절효과
Determinants of New Product Performance and Environmental Dynamics as a Moderating Effect
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초록
오늘날 비즈니스 환경에서 기업이 직면한 가장 심각한 문제는 신제품개발성과에 실패하는 것이다. 통계적으로 매년 출시된 신제품의 거의 과반수이상이 시장에서 성공하지 못한 것으로 나타났다. 기술진보가 혁신적으로 일어남에도 불구하고 소비자의 기대수준은 더욱 높아지고 국내외 경쟁이 치열해짐에 따라 신제품 수명주기는 갈수록 짧아지고 있다. 시장에서 장기간 성공할 수 있는 상품을 개발하지 않고는 기업은 살아남기가 어렵다. 결국 기업의 성공과 실패에서 가장 중요한 문제는 신제품의 성공적인 도입과 개발일 수밖에 없다. 기존 연구에서 신제품개발성과를 달성하기 위해 다양한 요인을 제시하고 있지만 본 연구에서는 동적역량을 주요 요인으로 보고 구성요인을 파악하고자 한다. 기업이 지속적으로 생존하고 발전하기 위해서 자원을 획득, 흡수, 통합 및 재구성할 수 있는 역량이 필요하며 변화하는 환경에 적응하기 위해서 신속하게 자원기반을 전환할 수 있는 동적능력이 결정적이기 때문이다. 156개의 중국 중소제조기업을 대상으로 실증분석을 한 결과 학습역량, 재구성역량, 동맹역량이 신제품개발성과에 긍정적인 영향을 미치는 것으로 나타났고, 환경동태성이 높을수록 통합역량과 재구성역량이 신제품개발성과에 강하게 영향을 미치는 것으로 나타났다.
Abstract
The most serious problem company facing in today's business environment is the failure of new product development outcomes. Statistically, almost half of the new products released each year failed. Despite the innovative technological advances, consumers' expectation level become much higher and global competition is intensifying. In addition, the new product life cycle is becoming shorter and shorter. It is difficult for a company to survive without developing long-lived products. The most important issue in a company's success and failure is the successful development and introduction of new products. Previous research has presented many determinants to achieve a successful new product development. This study focuses on dynamic competence as an important determinant, and identifies the constituting elements. Enterprises need to acquire, absorb, integrate and reconfigure their resources to survive and develop continuously. It is necessary to hold a dynamic ability switching resource bases in order to adapt to changing environments. The results of this study are as follows: First, the effect of learning, reconfiguration, and alliance capabilities on the new product development of small and medium-sized manufacturing enterprises seems to be positive. Second, the integrative and reconfiguration capabilities positively affect a new product development under high environmental turbulence.
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