Earticle

신제품 개발은 기업의 가장 효과적인 성공전략 중 하나이지만 막대한 비용이 소요되는데 비해서 성공가능성은 매우 불투명하다. 따라서 신제품 개발에 성공하지 못하는 경우, 기업의 존속가능성까지 위협받게 되므로 신제품 개발문제는 매우 중요하게 인식되어야 한다. 한편, 기업의 경쟁력을 설명하는 대표적인 접근방법인 자원기반적 시각(Resource Based View)에 의하면 기업이 보유하고 있는 자원의 차이가 기업성과의 차이를 가져오게 되며, 특히 무형자산, 그중에서도 능력이나 지식은 매우 중요한 경쟁우위 요소가 된다. 주목할 점은 기업의 마케팅 능력이나, 마케팅 지식이 타 부문의 능력이나 지식에 비해서 기업성과에 미치는 영향이 상대적으로 지대하다는 것이다. 이는 신제품 개발성과에 있어서도 기업의 마케팅 능력과 지식에 대한 연구가 실무적으로나 학문적으로 매우 큰 의미를 가지며, 나아가 이들 개념을 종합적으로 고려한 연구는 더욱 유용한 결과를 보여줄 수 있다는 것을 의미하지만 유감스럽게도 이러한 연구는 찾아보기 힘들다. 따라서 본 연구는 지식 측면에서 기업의 마케팅 능력이 신제품 개발성과에 미치는 영향을 살펴보고자 하였다. 특히 기존의 지식관련 연구들에 대한 문헌조사와 함께 구조방정식모형을 구축하여 지식의 활용과정을 동태적으로 파악함으로써 이전과는 다른 시각에서 기업의 신제품 개발성과의 영향요소를 규명하고자 하였는데, 이러한 시도는 결과적으로 기존연구들의 단점을 보완함과 동시에 본 연구의 유용성을 제고할 수 있을 것이다.

New Product Development(NPD) is the one of the most effective strategies for success. To create superior performances continuously, endless NPD should be necessary. However, the possibility of success of NPD is very uncertain in spite of an enormous expense. Owing to this, many scholars have investigated NPD since mid 1950s and they have commonly insisted upon the importance of role of marketing. It means that marketing is essential factor in NPD. Meanwhile, RBV(Resource Based View), insists that the difference between resources of companies give rise to the difference between performances of companies. Especially, intangible assets like capabilities and knowledge have become very important competitive advantage factors. The significant point is that marketing capabilities and marketing knowledge of company make heavy effect on performance, comparing with those of other function. This means that the study on the effects of marketing capabilities and marketing knowledge upon NPD performance of company can give very fruitful implications both in academic and practical side. Moreover, the integrated study of these constructs can produce more useful results to us. But I could not find those studies unfortunately, as far as I know. For these reasons, in this study, I tried to investigate the effects of marketing capabilities on NPD performance in the side of marketing knowledge. Especially I took literature review in prior knowledge related studies and designed a Structured Equation Model in order to understand knowledge utilization process dynamically. By this study, I could identify the effective factors of NPD performance in the different view from others. And this study can make up for the drawbacks of prior studies and increase the usefulness in academic and practical fields. In this study, I analyzed marketing capabilities of companies those were listed on the Korean Securities Exchange market in the side of knowledge creation. At first, I classified marketing capabilities into four sub-constructs, marketing knowledge holding / sharing / implementing / infrastructure building capabilities. and I investigated the effects of them on NPD performance. The results showed that each marketing capabilities(i.e. sub-constructs) were closely related with others and finally had influenced upon NPD performance positively(+). All path coefficients were statistically significant except one. The noteworthy point is that this study showed the effects of tacit knowledge on NPD. Though the path coefficient value of tacit knowledge between NPD performance was relatively small than that of explicit knowledge, active utilization of tacit knowledge can help to produce good outcomes. So, managers should not only offer the achieved marketing knowledge to organization members clearly and formally, but also melt it into them.

본 연구는 헤어산업 내 암묵지의 고착화 원인을 규명하고, 이를 지식자산으로 표출화하기 위한 핵심요인의 중요도와 우선순위를 도출하는 데 목적이 있다. 이를 위해 전문가 집단을 대상으로 계층분석법(Analytic Hierarchy Process)을 수행하였다. 분석결과, 2계층인 대분류에서는 지식의 주체(48.8%)와 제도환경(51.2%)은 균형을 이루었다. 3계층인 세부 평가 요인에서는 수용자의 반복 및 실천 의지가 전체 1위(20.0%)를 차지한 반면, 기존 연구에서 강조된 전수자의 공유 의지는 최하위(7.4%)로 나타났다. 대안 분석에서는 교육 설계는 형식지가, 실무 훈련과 트렌드는 암묵지가 우세한 전략적 이원화가 확인되었다. 이는 지식 성과가 전수자의 선의가 아닌 수용자의 끈기 있는 체화와 시장 적응력에 달려 있음을 시사한다. 이에 본 연구는 형식지 관점에서 수용자의 독자적 훈련을 돕는 시각화 피드백 도구 보급과 암묵지 관점에서 유행을 반영하는 모듈형 속성 교육을 전략으로 제언한다.

The purpose of this study is to identify the causes of tacit knowledge fixation within the hair industry and to prioritize the key factors for externalizing it into knowledge assets. To this end, an Analytic Hierarchy Process (AHP) analysis was conducted with a group of industry experts. The results of the analysis revealed that at the second level (main categories), Knowledge Subjects (48.8%) and Institutional Environment (51.2%) showed a balanced importance. However, at the third level (specific factors), the Recipient's Willingness to Practice ranked first overall (20.0%), whereas the Provider's Willingness to Share, which had been emphasized in previous studies, ranked lowest (7.4%). The alternative analysis confirmed a need for Strategic Dualism: favoring explicit strategies for educational design but tacit strategies for practical training and trend adaptation. These findings imply that knowledge outcomes depend not on the provider's benevolence, but on the recipient's persistence in embodiment and market adaptability. Therefore, this study suggests the dissemination of visualization feedback tools to assist recipients' self-training (from an explicit knowledge perspective) and the implementation of modular fast-track education reflecting current trends (from a tacit knowledge perspective) as core strategies.

This paper examines how behavioral attributes of two parent companies in an international joint venture (IJV) affect knowledge transfer in Korea. Based on data from a survey of IJV managers in Korea, we examine how behavioral attributes (trust, commitment, conflict resolution, & cooperation) affect transfer of explicit & tacit knowledge. Structural equation modeling was employed to test the research hypotheses. The results indicate that conflict resolution and cooperation affect the transfer of both types of knowledge significantly. However, trust and commitment do not influence the transfer of either explicit or tacit knowledge. The finding can help IJV partners manage their relationships better to achieve their business objectives successfully.