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성공적 신제품 개발을 위한 한국기업의 당면과제에 대한 탐험적 과제
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성공적 신제품 개발을 위한 한국기업의 당면과제에 대한 탐험적 과제.hwp
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성공적 신제품 개발을 위한 한국기업의 당면과제에 대한 탐험적 과제.hwp
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자료설명
II. 신제품 성과를 중심으로 한 제반 영향관계
여기서는 우선 신제품 성과에 연구 초점을 맞추어 여기에 대한 연구경향을 정리하고, 그런 다...
여기서는 우선 신제품 성과에 연구 초점을 맞추어 여기에 대한 연구경향을 정리하고, 그런 다...
본문/내용
II. 신제품 성과를 중심으로 한 제반 영향관계
여기서는 우선 신제품 성과에 연구 초점을 맞추어 여기에 대한 연구경향을 정리하고, 그런 다음 신제품 개발과정 활동의 능숙도, 신제품 개발속도, 그리고 상황에 따른 영향관계에 대한 연구들을 고찰해보고, 이를 기초로 제반 영향관계에 대한 가설을 제시하겠다.
신제품의 성과에 대한 선행연구들은 보는 관점에 따라 여러가지로 분류될 수 있는데, 여기서는 다음과 같이 분류해보겠다.
첫째, 신제품 성과를 측정하는 차원에 따라 개별 제품 수준과 기업 전체의 신제품 수준으로 그 연구유형을 나누어 볼 수 있는데, 이는 결국 연구의 분석 단위와 연관된다.
개별 제품 차원에서의 연구(project-based stud- ies; the project level)는, 기업관리 측면에서 특정한 개별 신제품의 개발/도입에 관하여 어떠한 행위가 행해졌는지 또는 안되었는지(What were done or not done (in a managerial sense) by them before, during, and after launch?)를 파악하여, 이들 요인들과 제품성과와의 관계가 통계적으로 유의한지를 연구하는 것이다(예: Cooper 1979, 1987). 반면에 전체 신제품 성과 차원에서의 연구(program-based studies; the firm level)는 기업의 전반적인 신제품 경영과 여건을 조사해 본 다음에, 이러한 일반적인 요인들을 이용하여 전체적 신제품 성과와 관련시켜 보는 것이다(예: Cooper 1984). 위의 두가지 차원의 연구는 연구목적, 대상, 방법, 그 전략적 의미 등에서 차이가 나며, 각각 그 장점과 한계가 있다.
둘째, 전술한 개별 제품 차원에서의 연구는, 연구대상의 성격을 중심으로 하여, ① 성공한 신제품만을 대상으로 이들에서 공통적으로 나타나는 특성을 찾고자하는 연구(예: Gl…
둘째, 전술한 개별 제품 차원에서의 연구는, 연구대상의 성격을…
둘째, 전술한 개별 제품 차원에서의 연구는, 연구대상의 성격을…
참고문헌
參 考 文 獻
김종배(1992), “신제품 성과에 영향을 미치는 요인에 대한 연구,” 마케팅 연구, 한국마케팅 학회, 7(1), 121-145.
손영호(1994), 제품혁신과정에 있어서 마케팅부서와 연구개발부서의 갈등과 통합에 관한 연구, 연세대학교 박사학위논문.
최수호, 채서일(1997), “NewProd Project의 적용을 통한 국내 제조업체의 신제품 개발전략에 관한 분석,” 마케팅 연구, 한국마케팅학회, 12(1), 223-233.
Atuahene-Gima, Kwaku(1995), “An Exploratory Analysis of the Impact of Market Orientation on New Product Performance: A Contingency Approach,` Journal of Product Innovation Management(September), 275-293.
Bayus, B. L.(1997), “Speed-to-Market and New Product Performance Trade-offs,` Journal of Product Innovation Management(November), 485-497.
Calantone, Roger J., J. B. Schmidt, and C. A. Di Benedetto(1997), “New Product Activities and Performance: The Moderating Role of Environmental Hostility,` Journal of Product Innovation Management(May), 179-189.
Cooper, R. G.(1975), “Why New Industrial Products Fail,` Industrial Marketing Man- agement, 315-326.
Cooper, R. G.(1979), “The Dimensions of Industrial New Product Success and Failure,” Journal of Marketing, 93-103.
Cooper, R. G.(1983), “A Process Model for Industrial New Product Development,` IEEE Transactions on Engineering Management (February), 2-11.
Cooper, R. G.(1984), “How New Product Strategies Impact on Performance,` Journal of Product Innovation Management (January), 5-18.
Cooper, R. G.(1988), “Predevelopment Activities Determine New Product Success,` Industrial Marketing Management(August), 237-247.
Cooper, R. G.(1993), Winning at New Products: Accelerating from Idea to Launch, Addison- Wesley.
Cooper, R. G.(1994), “Third Generation New Product Processes,` Journal of Product In- novation Management(January), 3-14.
Cooper, R. G.(1995), “Developing New Products on Time, in Time,` Research-Technology Management(September-October), 49-57.
Cooper, R. G. and E. J. Kleinschmidt(1986), “An Investigation into the New Product Process: Steps, Deficiencies, Impact,` Journal of Product Innovation Management(June), 71-85.
Cooper, R. G. and E. J. Kleinschmidt(1987), “New Products: What Separates Winners from Losers?` Journal of Product Innovation Management(September), 169-184.
Cooper, R. G. and E. J. Kleinschmidt(1988), “Resource Allocation in the New Product Process,` Industrial Marketing Management, 249-262.
Cooper, R. G. and E. J. Kleinschmidt(1994), “Determinants of Timeliness in Product Development,` Journal of Product Innovation Management(November), 381-396.
Craig, Angie and Susan Hart(1992), “Where to Now in New Product Development Re- search?` European Journal of Marketing, 26 (11), 3-49.
Crawford, C. M.(1992), “The Hidden Costs of Accelerated Product Development,` Journal of Product Innovation Management(September), 188-199.
Dwyer, L. and R. Mellor(1991), “Organizational Environment, New Product Process Activ- ities, and Project Outcomes,` Journal of Product Innovation Management(March), 39-48.
Globe, S., G. W. Levy and C. M. Schwartz (1973), “Key Factors and Events in the Innovation Process,` Research Management (July), 8-15.
Gupta, A. K. and D. L. Wilemon(1990), “Ac- celerating the Development of Technology- based New Products,` California Management Review(Winter), 24-67.
Hisrich, R. D. and M. P. Peters(1984), Mar- keting Decisions for New and Mature Products: Planning, Development, and Control, A Bell & Howell Company.
Hopkins, D. S. and E. L. Bailey(1971), “New Product Pressures,` The Conference Board Record, 16-24.
Johne, F. Axel and Patricia A. Snelson(1988), “Success Factors in Product Innovation: A Selective Review of the Literature,” Journal of Product Innovation Management (June), 114-128.
Kleinschmidt, E. J. and R. G. Cooper,(1991), “The Impact of Product Innovativeness on Performance,` Journal of Product Innovation Management(December), 240-251.
Lee, Jinjoo and Hong-bum Kim(1986), “Determinants of New Product Outcome in a Developing Country : A Longitudinal Anal- ysis,” International Journal of Research in Marketing 3, 143-156.
Lilien, Gary L. and Eunsang Yoon(1989), “Determinants of New Industrial Product Performance: A Strategic Reexamination of the Empirical Literature,” IEEE Transactions on Engineering Management(February), 3-10.
Maidique, M. A. and B. J. Zirger(1984), “A Study of Success and Failure in Product Innovation: the Case of the U.S. Electronics Industry,” IEEE Transactions in Engineering Management(November), 192-203.
McDonough, E. F. III and F. C. Spital(1984), “Quick-response New Product Development,` Harvard Business Review(September- October), 52-62.
McDonough, E. F. III and G. Barczak(1991), “Speeding Up New Product Development: The Effects of Leadership Style and Source of Technology,` Journal of Product Inno- vation Management(September), 203-211.
Meyer, M. H. and J. M. Utterback(1995), “Product Development Cycle Time and Commercial Success,` IEEE Transactions on Engineering Management(November), 42(4), 297-304.
Millson, M. R., S. P. Raj and David Wilemon (1992), `A Survey of Major Approaches for Accelerating New Product Development,` Journal of Product Innovation Management (March), 53-69.
Mishra, Sanjay, Dongwook Kim and Dae Hoon Lee(1996), “Factors Affecting New Product Success: Cross Country Comparisons,` Journal of Product Innovation Management(November), 530-550.
Montoya-Weiss, Mitzi M. and Roger Calantone (1994), “Determinants of New Product Per- formance: A Review and Meta-Analysis,` Journal of Product Innovation Management (November), 397-417.
Olson, Eric M., Irville C. Walker, Jr. and Robert W. Ruekert(1995), “Organizing for Effective New Product Development: The Moderating Role of Product Innovativeness,` Journal of Marketing(January), 48-62.
Pinto, Jeffrey K. and Dennis P. Slevin(1989), “Critical Success Factors in R&D Projects,” Research-Technology Management(January- February), 31-35.
Roberts, R. W. and J. E. Burke(1974), “Six New Products - What Made Them Suc- cessful,` Research Management(May), 21- 24.
Robinson, William T. and Claes Fornell(1985), “Sorces of Market Pioneer Advantage in Consumer Goods Industries,` Journal of Marketing Research(August), 305-317.
Robinson, William T.(1988), “Sources of Market Pioneer Advantages: The Case of Industrial Goods Industries,` Journal of Marketing Research(February), 87-94.
Rothwell, R.(1972), “Factors for success in industrial innovations,` Project SAPPHO - A Comparative Study of Success and Failure in Industrial Innovation, Brighton, Sussex:S.P.R.U.
Song, X. M. and M. E. Parry(1993), “How the Japanese Manage the R&D-Marketing In- terface,` Research-Technology Management 36(4), 32-39.
Souder, William E.(1988), “Managing Relations Between R&D and Marketing in New Product Development Projects,` Journal of Product Innovation Management(March), 6-19.
Takeuchi, H. and I. Nonaka(1986), “The New New Product Development Game,` Havard Business Review(January-February), 137-146.
Wind, Y. and V. Mahajan(1988), “New Product Development Process: A Perspective for Reexamination,` Journal of Product Inno-
김종배(1992), “신제품 성과에 영향을 미치는 요인에 대한 연구,” 마케팅 연구, 한국마케팅 학회, 7(1), 121-145.
손영호(1994), 제품혁신과정에 있어서 마케팅부서와 연구개발부서의 갈등과 통합에 관한 연구, 연세대학교 박사학위논문.
최수호, 채서일(1997), “NewProd Project의 적용을 통한 국내 제조업체의 신제품 개발전략에 관한 분석,” 마케팅 연구, 한국마케팅학회, 12(1), 223-233.
Atuahene-Gima, Kwaku(1995), “An Exploratory Analysis of the Impact of Market Orientation on New Product Performance: A Contingency Approach,` Journal of Product Innovation Management(September), 275-293.
Bayus, B. L.(1997), “Speed-to-Market and New Product Performance Trade-offs,` Journal of Product Innovation Management(November), 485-497.
Calantone, Roger J., J. B. Schmidt, and C. A. Di Benedetto(1997), “New Product Activities and Performance: The Moderating Role of Environmental Hostility,` Journal of Product Innovation Management(May), 179-189.
Cooper, R. G.(1975), “Why New Industrial Products Fail,` Industrial Marketing Man- agement, 315-326.
Cooper, R. G.(1979), “The Dimensions of Industrial New Product Success and Failure,” Journal of Marketing, 93-103.
Cooper, R. G.(1983), “A Process Model for Industrial New Product Development,` IEEE Transactions on Engineering Management (February), 2-11.
Cooper, R. G.(1984), “How New Product Strategies Impact on Performance,` Journal of Product Innovation Management (January), 5-18.
Cooper, R. G.(1988), “Predevelopment Activities Determine New Product Success,` Industrial Marketing Management(August), 237-247.
Cooper, R. G.(1993), Winning at New Products: Accelerating from Idea to Launch, Addison- Wesley.
Cooper, R. G.(1994), “Third Generation New Product Processes,` Journal of Product In- novation Management(January), 3-14.
Cooper, R. G.(1995), “Developing New Products on Time, in Time,` Research-Technology Management(September-October), 49-57.
Cooper, R. G. and E. J. Kleinschmidt(1986), “An Investigation into the New Product Process: Steps, Deficiencies, Impact,` Journal of Product Innovation Management(June), 71-85.
Cooper, R. G. and E. J. Kleinschmidt(1987), “New Products: What Separates Winners from Losers?` Journal of Product Innovation Management(September), 169-184.
Cooper, R. G. and E. J. Kleinschmidt(1988), “Resource Allocation in the New Product Process,` Industrial Marketing Management, 249-262.
Cooper, R. G. and E. J. Kleinschmidt(1994), “Determinants of Timeliness in Product Development,` Journal of Product Innovation Management(November), 381-396.
Craig, Angie and Susan Hart(1992), “Where to Now in New Product Development Re- search?` European Journal of Marketing, 26 (11), 3-49.
Crawford, C. M.(1992), “The Hidden Costs of Accelerated Product Development,` Journal of Product Innovation Management(September), 188-199.
Dwyer, L. and R. Mellor(1991), “Organizational Environment, New Product Process Activ- ities, and Project Outcomes,` Journal of Product Innovation Management(March), 39-48.
Globe, S., G. W. Levy and C. M. Schwartz (1973), “Key Factors and Events in the Innovation Process,` Research Management (July), 8-15.
Gupta, A. K. and D. L. Wilemon(1990), “Ac- celerating the Development of Technology- based New Products,` California Management Review(Winter), 24-67.
Hisrich, R. D. and M. P. Peters(1984), Mar- keting Decisions for New and Mature Products: Planning, Development, and Control, A Bell & Howell Company.
Hopkins, D. S. and E. L. Bailey(1971), “New Product Pressures,` The Conference Board Record, 16-24.
Johne, F. Axel and Patricia A. Snelson(1988), “Success Factors in Product Innovation: A Selective Review of the Literature,” Journal of Product Innovation Management (June), 114-128.
Kleinschmidt, E. J. and R. G. Cooper,(1991), “The Impact of Product Innovativeness on Performance,` Journal of Product Innovation Management(December), 240-251.
Lee, Jinjoo and Hong-bum Kim(1986), “Determinants of New Product Outcome in a Developing Country : A Longitudinal Anal- ysis,” International Journal of Research in Marketing 3, 143-156.
Lilien, Gary L. and Eunsang Yoon(1989), “Determinants of New Industrial Product Performance: A Strategic Reexamination of the Empirical Literature,” IEEE Transactions on Engineering Management(February), 3-10.
Maidique, M. A. and B. J. Zirger(1984), “A Study of Success and Failure in Product Innovation: the Case of the U.S. Electronics Industry,” IEEE Transactions in Engineering Management(November), 192-203.
McDonough, E. F. III and F. C. Spital(1984), “Quick-response New Product Development,` Harvard Business Review(September- October), 52-62.
McDonough, E. F. III and G. Barczak(1991), “Speeding Up New Product Development: The Effects of Leadership Style and Source of Technology,` Journal of Product Inno- vation Management(September), 203-211.
Meyer, M. H. and J. M. Utterback(1995), “Product Development Cycle Time and Commercial Success,` IEEE Transactions on Engineering Management(November), 42(4), 297-304.
Millson, M. R., S. P. Raj and David Wilemon (1992), `A Survey of Major Approaches for Accelerating New Product Development,` Journal of Product Innovation Management (March), 53-69.
Mishra, Sanjay, Dongwook Kim and Dae Hoon Lee(1996), “Factors Affecting New Product Success: Cross Country Comparisons,` Journal of Product Innovation Management(November), 530-550.
Montoya-Weiss, Mitzi M. and Roger Calantone (1994), “Determinants of New Product Per- formance: A Review and Meta-Analysis,` Journal of Product Innovation Management (November), 397-417.
Olson, Eric M., Irville C. Walker, Jr. and Robert W. Ruekert(1995), “Organizing for Effective New Product Development: The Moderating Role of Product Innovativeness,` Journal of Marketing(January), 48-62.
Pinto, Jeffrey K. and Dennis P. Slevin(1989), “Critical Success Factors in R&D Projects,” Research-Technology Management(January- February), 31-35.
Roberts, R. W. and J. E. Burke(1974), “Six New Products - What Made Them Suc- cessful,` Research Management(May), 21- 24.
Robinson, William T. and Claes Fornell(1985), “Sorces of Market Pioneer Advantage in Consumer Goods Industries,` Journal of Marketing Research(August), 305-317.
Robinson, William T.(1988), “Sources of Market Pioneer Advantages: The Case of Industrial Goods Industries,` Journal of Marketing Research(February), 87-94.
Rothwell, R.(1972), “Factors for success in industrial innovations,` Project SAPPHO - A Comparative Study of Success and Failure in Industrial Innovation, Brighton, Sussex:S.P.R.U.
Song, X. M. and M. E. Parry(1993), “How the Japanese Manage the R&D-Marketing In- terface,` Research-Technology Management 36(4), 32-39.
Souder, William E.(1988), “Managing Relations Between R&D and Marketing in New Product Development Projects,` Journal of Product Innovation Management(March), 6-19.
Takeuchi, H. and I. Nonaka(1986), “The New New Product Development Game,` Havard Business Review(January-February), 137-146.
Wind, Y. and V. Mahajan(1988), “New Product Development Process: A Perspective for Reexamination,` Journal of Product Inno-
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