Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

Korea Society of Industrial Information Systems (한국산업정보학회)
권호 표지
DOI QR코드

DOI QR Code

The Relationship of Market Orientation, Organizational Learning and Innovativeness with New Product Development and Overall Performance

시장지향성, 조직학습, 혁신성이 신제품 개발과 기업의 전반적 성과에 미치는 영향에 대한 연구

  • Received : 2013.01.02
  • Accepted : 2013.02.06
  • Published : 2013.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to identify the antecedents of organizational innovativeness, which in turn influence firm performance that is composed of new product development performance and overall firm performance. We collected responses from C-level executives, and conducted a structural equation model analysis. Results revealed that organizational memory and market orientation influence organizational innovativeness, which in turn influence new product development performance and overall firm performance. However, interestingly, new product development performance was not found to affect overall firm performance. Based on these results, we have confirmed the importance of market orientation and organizational memory for organizational innovativeness. Practical implications related to the results are provided.

본 연구의 목적은 시장지향성의 선행요소와 조직기억이 기업의 혁신성에 미치는 영향과 기업의 혁신성이 직간접적으로 기업의 전반적인 성과에 미치는 영향을 알아보는 것에 목적을 두고 있다. 본 연구는 조직학습 이론 및 시장지향성에 대한 선행연구를 바탕으로, 조직기억과 시장지향성이 조직혁신성의 선행변수이고, 또한 조직혁신성은 기업의 신제품 개발성과와 전반적 성과에 영향을 미친다는 가설들을 설정하였다. 국내 대기업의 중역들에게 받은 설문을 바탕으로 분석을 한 결과, 조직학습 및 시장지향성은 조직혁신성에 유의미한 정의 영향을 가지는 것으로 나타났다. 그리고, 조직혁신성은 신제품 개발성과와 기업의 전반적 성과에 정의 영향을 미치는 것으로 나타난 반면, 신제품 성과는 기업의 전반적 성과에는 유의미한 영향을 가지지 않는 것으로 나타났다. 이상의 결과를 바탕으로 후속연구 및 기업을 위한 논의점을 제시하고 있다.

Keywords

References

  1. 김영균(2010), IS 인력의 조직내 갈등이 이직의도에 미치는 영향, 한국산업정보학회논문지, Vol. 15(4), pp. 71-81
  2. 김종원, 이경환, 정회수(2008), 1차 의료기관의 경영성과에 관한 실증적 연구, 한국산업정보학회논문지, Vol. 13, pp. 87-99
  3. 이형택(2005). 시장지향성, 조직학습 및 기업성과:시장 감지능력과 반응능력의 매개적 역할, 박사학위논문, 한국외국어대학교 대학원. pp. 1-212.
  4. Atuahene-Gima, K. (1995). An Exploratory Analysis of the impact of Market Orientation on New Product Performance: A Contingency Approach. Journal of Product Innovation Management, 12(Sep), pp. 275-293. https://doi.org/10.1016/0737-6782(95)00027-Q
  5. Atuahene-Gima, K. (1996). Market orientation and innovation, Journal of Marketing Research, vol. 35; pp.93-103.
  6. Atuahene-Gima, K., Slater, S., and Olson, M. (2005). The Contingent Value of Responsive and proactive market orientation for new product program performance. Journal of Product Innovation Management, 22(6) pp. 464-482.
  7. Barnett, P. W. and Burgelman, A. R. (1996), "Evolutionary Perspective on Starategy,
  8. Barney, J. B. (1991), "Firm Resouces and sustained competitive advantage", Journal of Management, vol. 17, pp. 99-120. https://doi.org/10.1177/014920639101700108
  9. Bradley, S. P., and Nolan, R. (1998). Sense & Respond: Capturing Value in the Network era. Harvard Business School Press. pp. 175-200.
  10. Browne, M. and Cudeck, R., (1989), "Single sample cross-validation indices for covarinace structures," Mulitivariate Behavioral Research, Vol. 24. pp. 445-455. https://doi.org/10.1207/s15327906mbr2404_4
  11. Brown, S. L., & Eisenhardt, K. M. (1995). Product development: Past research, present findings, and future directions. Academy of Management Review, 20: 343-378.
  12. Cohen, W. M., & Levinthal, D. A. (1990). Absorptive capacity: A new perspective on learning and innovation. Administrative Science Quarterly, 35: 128-152. https://doi.org/10.2307/2393553
  13. Day, G. S. (1994). The Capabilities of Market Driven Organization. Journal of Marketing, 58(4). pp. 37-52. https://doi.org/10.2307/1251915
  14. Desphande R., Farley, J., Webster Jr., and Frederick, E. (1993). Corporate Culture, customer orientation, and innovativeness in Japanese firms; a quadrad analysis. Journal of Marketing, 57: pp. 23-27. https://doi.org/10.2307/1252055
  15. Dickson, P. R. (1992). Toward a theory of competitive rationality. Journal of Marketing, 56: pp. 69-83.
  16. Evans, J. S. (1991). Strategic Flexibility for High Technology Maneuver: A Conceptual Framework. Journal of Management Studies, 28(Jan), pp. 69-89. https://doi.org/10.1111/j.1467-6486.1991.tb00271.x
  17. Fiol, M., & Lyles, M. (1985). Organizational learning. Academy of Management Review, 10: 803-813.
  18. Grant, R. M. (1996). Prospering in dynamically competitive environments: Organizational capability as knowledge integration. Organizational Sciences, 7: 375-387. https://doi.org/10.1287/orsc.7.4.375
  19. Greenley, G. E(1999). Market orientation and company performance : empirical evidence from UK company. British Journal of Management. 6(1). pp.1-13.
  20. Han, J., Kim, N., Srivastava, R. (1998). Market Orientation and Organizational Performance: Is Innovation a Missing Link?. Journal of Marketing, 62(4). pp. 30-44.
  21. Hansen, G. S., & Wernerfelt, B. (1989). Determinants of firm performance: the relative importance of economic and organizational factors. Strategic Management Journal, 10: 399-411. https://doi.org/10.1002/smj.4250100502
  22. Hanvanich, S., Sivakumar, K., and Hult, G. T. (2006). The Relationship of Learning and Memory With Organizational Performance: The Moderating Role of Turbulence. Journal of the Academy of Marketing Science. 34(4), pp.600-612. https://doi.org/10.1177/0092070306287327
  23. Holmqvist, M. (2004). Experiential learning processes of exploration and exploitation within and between organizations: And empirical study of product development. Organization Science. 15: 70-81. https://doi.org/10.1287/orsc.1030.0056
  24. Jaworski, B. J. and Kohil A. K. (1993). Market Orientation : Antecedents and Consequences. Journal of Marketing. 57(July). pp.52-70.
  25. Johnson, J. L., Lee, R. P., Saini, A., and Grohmann, B. (2003). Market-focused Strategic Flexibility: Conceptual Advanced and an Integrative Model. Journal of the Academy of the Marketing Science. 31(1). pp. 74-89.
  26. Kohli, A. K., Jaworski, B. J. and Kumar, A. M. (1993). A Measure of Market Orientation. Journal of Marketing Research, 30: pp. 467-477. https://doi.org/10.2307/3172691
  27. Kotler, p. (1984), Marketing Management: Analysis, Planning, and Control. Englewood Cliffs, NJ: Prentice Hall, Inc.
  28. Kumar, E. J., Venkatesan, R. and Leone, R (2011). Is Market Orientation a Source of Sustainable Competitive Advantage or Simply the Cost of Competing?. Journal of Marketing, Vol. 75, pp. 16-30. https://doi.org/10.1509/jmkg.75.1.16
  29. Leonard-Barton, D. (1992). Core capabilities and core rigidities: A paradox in managing new product development. Strategic Management Journal, 13: 111-125. https://doi.org/10.1002/smj.4250131009
  30. Levitt, B., & March, J. G. (1988). Organizational learning. Annual Review of Sociology, 14: 319-340. https://doi.org/10.1146/annurev.so.14.080188.001535
  31. Levitt, Theodore(1960), "Marketing Myopia", Harvard Business Review, 38(4), pp. 45-56.
  32. Lubatkin, M. H., Simsek, Z., Ling, Y. L., & Viega, J. F. (2006). Ambidexterity and performance in small to medium-sized firms: The pivotal role of top management team behavioral integration. Journal of Management, 32: 646-672. https://doi.org/10.1177/0149206306290712
  33. March, J. (1991). Exploration and exploitation in organizational learning. Organization Science, 2: 71-87. https://doi.org/10.1287/orsc.2.1.71
  34. Moorman, C., and Miner, A. S. (1997). The Impact of Organizational Memory on New Product Performance and Creativity. Journal of Marketing Research, 34(Feb), pp. 91-106. https://doi.org/10.2307/3152067
  35. Muth'en, L. K. and Muth'en, B. O., (2005), Mplus User's Guide (3rd. Ed.). Los Angels, CA; Muth'en, and Muth'en.
  36. Nantanski, M. (2004). The Value of Active Scanning to Senior Executives: Insight from Key Decision Makers. Journal of Management Development. 23(5). pp. 426-436.
  37. Narver, J. C. Slater, S. and MacLachlan, D. (2004). Responsive and Proactive Market Orientation and New Product Success. Journal of Product Innovation Management, 21(5), pp. 334-347. https://doi.org/10.1111/j.0737-6782.2004.00086.x
  38. Olavarreta, S. and Friedmann, R., (2008), "Market Orientation, knowledge-based Resources and firm performance", Journal of Business Research, Vol. 61, pp. 623-630. https://doi.org/10.1016/j.jbusres.2007.06.037
  39. O'Regan, N. Ghobadian, A. Gallear, G. (2005). In Search of the Drivers of high growth in Manufacturing SME's, Technovation, 26(1): pp. 30-41.
  40. Siguaw, J. A., Simpson, P. M., & Enz, C. A. (2006). Conceptualizing innovation orientation: A framework for study and integration of innovation research. Journal of Product Innovation Management, vol 23 pp. 556-574. https://doi.org/10.1111/j.1540-5885.2006.00224.x
  41. Sinkula, James. M(1994). Market Information Processing and Organizational Learning. Journal of Marketing. 58(Jan.). pp.35-45. https://doi.org/10.2307/1252249
  42. Slater, S., & Narver, J. (1995). Market Orientation, asnd the Learning Organization. Journal of Marketing. 59(July). p. 63-74.
  43. Tatikonda, M. V., & Montoya-Weiss, M. (2001). Integrating operations and marketing perspectives of product innovation: The Influence of organizational process factors and capabilities on development performance. Management Science, 47: 151-172. https://doi.org/10.1287/mnsc.47.1.151.10669
  44. Tuominen, M., Rajala, A., & Moller, K. (2004). How does adaptability drive firm innovativeness?. Journal of Business Research, vol. 57, pp. 495-506. https://doi.org/10.1016/S0148-2963(02)00316-8
  45. Webster, F. E. Jr. (1988), "Rediscovering the Marketing Concept", Business Horizons, 31(May-June), pp. 29-39.
  46. Wernerfelt, B. (1984), A Resource-based View of the Firm, Strategic Managment Journal, vol. 5, pp. 171-180. https://doi.org/10.1002/smj.4250050207
  47. Wiklund, J. (1999). The sustainability of the entrepreneurial orientation-performance relationship. Entrepreneurial Theory and Practice, 24: 37-48. https://doi.org/10.1177/104225879902400103
  48. Yelle, L. E. (1979). The learning curve: Historical review and comprehensive survey. Decision Sciences, 10: 302-328. https://doi.org/10.1111/j.1540-5915.1979.tb00026.x
  49. Zahra, S. A., Ireland, D. R., & Hitt, M. A. (2000). International expansion by new venture firms: International diversity, mode of market entry, technological learning, and performance. Academy of Management Journal, 43: 925-950. https://doi.org/10.2307/1556420

Cited by

  1. 시장지향성과 경쟁력 향상과 관련한 사내 기업가 정신의 중요성에 대한 실증적 연구 vol.18, pp.6, 2013, https://doi.org/10.9723/jksiis.2013.18.6.127
  2. 기업 조직혁신문화와 지식재산권 중요성 인식, 신제품 개발 내부 활동이 신제품 개발 성과에 미치는 영향에 관한 탐색적 연구 vol.9, pp.6, 2013, https://doi.org/10.16972/apjbve.9.6.201412.163
  3. 신제품 개발활동이 신제품 개발 성과에 미치는 영향 vol.9, pp.6, 2014, https://doi.org/10.16972/apjbve.9.6.201412.183