지식 형태와 채널 관계 특성이 신제품 개발과 채널 관리에 미치는 영향 = 한국의 하이테크 B2B 기업을 중심으로

국문 초록 (Abstract)

격변하는 하이테크 B2B 산업 환경에서 기업은 신제품 경쟁 우위를 획득하기 위해 신제품 경쟁력과 유통 채널 경쟁력을 동시에 갖춰야 한다. 지식 관리 역량과 관련된 기존 연구는 B2B 기업이 지식 활동을 통해 신제품 및 유통 채널 경쟁력을 증진시킬 수 있음을 제시하였다. 또한, 신제품 개발 및 출시 과정에서 신제품 및 유통 채널 경쟁력 확보는 실무적으로 분리되지 않고 긴밀한 관련성을 보인다. 그러나, 기존 마케팅 전략 연구는 신제품 개발과 유통 채널 관리 분야가 독립적으로 발전되어 두 분야를 접목시키는 연구가 제한적이다. 본 연구는 지식 기반 관점 이론과 조직 학습 이론을 기초로 하여 두 분야를 통합한 모형을 제시하였으며, 105개 국내 하이테크 B2B기업을 대상으로 실증 연구를 실시하여 다음과 같은 현상을 확인하였다. 첫째, 신제품 개발에 사용되는 지식의 형태(지식의 암묵성 및 지식의 복잡성)가 신제품 조직 학습 결과(신제품 창의성 및 신제품 품질 우월성)에 영향을 미칠 뿐만 아니라, 유통 채널 조직 학습 결과(신시장 접근성 및 유통 채널 효율성)에 영향을 미침을 확인하였다. 또한, 유통 채널 관계 특성(유통 채널 관계 의존성 및 유통 채널 관계 배태성)이 유통 채널 조직 학습 결과뿐만 아니라 신제품 조직 학습 결과에 미치는 영향을 확인하였다. 둘째, 신제품 및 유통 채널 조직 학습 결과가 신제품 경쟁 우위의 두 측면(신제품 차별화 우위 및 신제품 비용 우위)에 미치는 영향을 확인하였다. 이상의 결과를 바탕으로 본 연구는 마케팅 전략의 두 분야를 접목시켜 경쟁 우위를 추구하려는 B2B 기업의 행동에 대한 통합적인 이론적 시야를 제공하였으며, 신제품 경쟁 우위의 원천과 신제품 및 유통 채널 경쟁력에 대한 실무적 시사점을 제공하였다.

다국어 초록 (Multilingual Abstract)

In the rapidly fluctuating high-tech B2B industry, firms must pursue a competitive edge in new product and channel relationships to attain a sustainable competitive advantage. With their knowledge management capabilities, firms should utilize knowledge acquired from various sources in order to manage new product development and to distribute new products through channels. However, in the marketing strategy research stream, new product development literature and channel management literature have been developed independently. To fill this gap, this research suggests a comprehensive model based on knowledge-based view and organizational learning theory. A sample of 105 managers in Korean high-tech B2B firms provide support for the proposed model. Specifically, we found that the type of knowledge (knowledge tacitness and knowledge complexity) used to develop new product affects not only the new product related learning outcomes (i.e., new product creativity and new product quality superiority), but also the channel related learning outcomes (i.e., new market accessibility and channel efficiency). Furthermore, we found that the characteristics of channel relationship(relational dependence and relational embeddedness) affect both the channel related learning outcomes and the product related learning outcomes. Additionally, we found the effect of the product- and channel-related learning outcomes on new product competitive advantage(new product differentiation advantage and new product cost advantage). The findings of this research provide a more comprehensive theoretical view on the organizational strategy directed towards competitive advantage, and also provide practical implications on the source of new product competitive advantage through the new product- and channel -related learning outcomes.

목차 (Table of Contents)

• ABSTRACT
• Ⅰ. 서론
• Ⅱ. 이론적 배경
• Ⅲ. 가설 설정
• Ⅳ. 연구 방법
• Ⅴ. 결과
• Ⅵ. 결론 및 토의
• 참고문헌

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