외식 프랜차이즈 기업의 기업가정신이 신상품 개발성과에 미치는 영향: 시장지향성의 매개효과를 중심으로 = The Effect of Entrepreneurship on New Product Development Performance in Foodservice Franchise Firm -Focusing on Mediation Effect of Market Orientation-

다국어 초록 (Multilingual Abstract)

For firms active in markets characterized by competition, new product development performance is essential because it contributes to firm renewal as well as to customer satisfaction, competitiveness and growth of firms.
To be able to develop high-performing products, firms depend on many different capabilities. In this paper, I address two such capabilities-market orientation and entrepreneurship-and how these relate to new product development performance (hereafter NPDP). By NPDP we mean the extent to which new products are perceived to meet their market share, sales and customer use, sales growth, and profit objectives.
Entrepreneurship has been discussed as an essential and key success factor for firmʼs growth and survival in economics and management theories. Traditionally, entrepreneurship in the prior entrepreneurship literature and works has been investigated as entrepreneurʼs characteristics at individual level. But recently,corporate entrepreneurship is a new research and theory of entrepreneurship at group level of organizational level, and the studies on corporate entrepreneurship have been increased. The corporate entrepreneurship at organizational level could be defined as innovative, risk-taking and proactive organizational processes or activities to do a new combination of resources.
Empirical research model of this study is entrepreneurship as the independent variables and NPDP as the dependent variable. And mediation variable is market orientation, being based on literature review on prior conceptual/empirical works and field studies for pretests.
Basically, firm-level entrepreneurship, corporate entrepreneurship, includes internal venturing and organizational renewal activities within large or established firms, going beyond the behavioral or psychological dimension such as innovation, risk-taking, and pro-activeness of entrepreneurs. Thus, many previous researchers have had much interest in fostering corporate entrepreneurship in a large, diversified firm.
However, corporate entrepreneurship is also important in small and medium-sized organizations, where aggressive entrepreneurship activities are very much required to keep an organization in tune with its competitive setting. However, many studies of corporate entrepreneurship in Korea are not considered to have mesured all aspects of firm-level entrepreneurship. In this study, I will assess firm-level entrepreneurship ʼs relationship with a firmʼs NPDP.
Market orientation is defined as an organizational culture that most effectively and efficiently creates the necessary behaviors for the creation of superior value for buyers, and thus superior performance for the business. Market orientations is composed of three behavioral components of customer orientation,competitor orientation, and inter-departmental coordination. While entrepreneurship is described as one that emphasizes aggressive product-market innovation, risky projects, and a proclivity to pioneer innovations that preempt the competition. In simple terms, market orientation is the extent to which customer needs are satisfied through continuous needs assessment, while an entrepreneurship reflects the extent to which a firm is inclined to innovate, to take risks, and to act proactively. The last two concepts are formally defined and elaborated upon further in the frame of reference section.
Market orientation and entrepreneurship are two separate but complementary strategic orientations or capabilities that can coexist, and in the literature these two capabilities are described as firm/business unit-level characteristics. Scholars who emphasize the importance of entrepreneurship argue that only market-oriented firms are likely to miss opportunities for developing innovative new products. On the contrary, scholars who emphasize on market orientation argue that entrepreneurial new products are likely to have higher risk of market failure. It is asserted that firms need to strike an appropriate...

국문 초록 (Abstract)

본 연구는 기업가정신과 신상품 개발성과 사이에서 시장지향성의 매개효과를 검증하는 데에 주목적이 있다. 이와 같은 연구를 위하여 외식 프랜차이즈 종사원 267명을 대상으로 설문조사를 실시하였으며,기업가정신, 시장지향성 그리고 신상품 개발성과와 관련하여 총 3개의 가설을 설정하였다. 기업가정신 변수는 선행연구에 근거하여 총 7개의 문항을 사용하여 3개의 하위차원인 혁신성, 위험감수성, 진취성으로 측정하였고, 시장지향성 변수는 15개의 문항을 사용하여 고객지향성, 경쟁자지향성, 협력지향성 등의 3개 하위차원을 사용하였다. 본 연구의 실증분석 결과는 다음과 같다. 첫 번째, 기업가정신은 시장지향성에 정(+)의 유의한 영향을 미쳤다. 두 번째, 시장지향성은 신상품 개발성과에 정(+)의 유의한 영향을 미쳤다. 마지막으로기업가정신과 신상품 개발성과 사이에서 시장지향성의 매개효과가 증명되었다. 기업가정신은 시장지향성을통해 신상품 개발성과에 간접적인 영향을 미쳤다. 결론적으로 외식 프랜차이즈 기업은 신상품 개발성과를증가시키기 위하여 기업가정신과 함께 시장지향성을 추구하는 노력이 필요할 것이다.

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