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본 연구는 신제품개발에 있어서 연구개발과 마케팅 부문 간 공유영역의 조직 구조적 특성(집중화, 공식화)이 공유영역의 구성요인(커뮤니케이션 원활성, 신제품개발 참여 정도, 부서장 파워)과 신제품개발 성과(신제품개발 건수/특허, 실용신안 및 의장건수)에 미치는 영향, 조직 구조적 특성이 신제품개발 성과에 미치는 영향, 그리고 조직 구조적 특성과 공유영역의 구성요인이 신제품개발 성과에 미치는 영향을 실증적으로 분석하였다. 실증적 분석을 위하여 한국 기업과 중국 기업을 대상으로 한 설문조사가 실시되었다. 우편 및 방문조사를 통하여 회수된 설문지 중에서 극단적인 응답을 한 설문지를 제외하고, 중국에서 회수된 57부, 한국에서 회수된 37부가 최종 실증분석 자료로 이용되었다. 측정변수의 신뢰성과 타당성을 검정한 후, 다중회귀분석을 통하여 가설을 검정하였다. 국가별 가설검정 결과를 바탕으로 본 연구는 이론적 및 관리적 시사점을 제공한다.


This paper attempts to analyze impacts of the interface components between R&D and marketing on the output of new product development. Especially, this study analyzed these impacts in Korean and Chinese firms. For the empirical research, we selected variables, i.e. organization structural characteristics(the degree of the centralization between the R&D and marketing, the degree of the formalization between the R&D and marketing), smooth communication, the degree of participation between the R&D and marketing during the process of new product development, and the power of the head of the department, which could influence on the output of new product development. Based on these factors, research objects were formulated as follows: 1) To analyze how these factors have an effect on the output of new product development; 2) To analyze how these factors have an effect on the output of new product development in the Korean firms; 3) To analyze how these factors have an effect on the output of new product development in the Chinese firms. For empirical research, we conducted mail survey and visit. 57 Chinese and 37 Korean questionnaires were used for empirical analysis. Data were analyzed by using Cronbach’s alpha, factor analysis and multiple regression analysis utilizing SPSS 16.0 statistical package. The results of the empirical analysis showed that factors influenced on the output of new product development and have effects on the output of new product development in Korean and Chinese firms differently. Based on the results, we provide theoretical and managerial implications. To maximize the effect of new product development, the interface between the R&D and marketing must interact through the new product development project. This is the key to new product development success. However, there are some limitations in this study. The sample size is relatively small. So it can be connected with imperfect results. Therefore, we need more refined methodology for the future study. And to get more correct results, the number of sample should be increased.