Information Systems Review (경영정보학연구)

The Korea Society of Management Information Systems (한국경영정보학회)
권호 표지

The Effect of the Interactivity and Knowledge Type Between KIBS Firms and Customers on Innovation in KIBS Firms

지식서비스 기업과 고객간의 상호작용성 및 지식유형이 기업의 서비스 혁신에 미치는 영향에 대한 연구

  • 김용진 (서강대학교 경영대학) ;
  • 남기찬 (서강대학교 경영대학) ;
  • 송재기 (서강대학교 서비스시스템경영공학과) ;
  • 이남희 (서강대학교 경영대학) ;
  • 임명성 (서강대학교 경영대학)
  • Received : 2010.03.27
  • Accepted : 2010.06.14
  • Published : 2010.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

As the service industry is advancing, the meaning of service innovation has been evolved. Recently, service innovation embraces all creative activities about service offering or relevant to service offerings and emphasizes the importance of customers in innovation process as a key driver. The innovation in services is often the result from a collaborative process between KIBS firms and client firms. Many researchers have pointed out about how the KIBS firms drive the innovation through service. In spite of the importance of service innovation, previous studies did not address the questions about what kinds of factors affect service innovation in KIBS firms still remain, or what are the effects of different knowledge on the innovation process. Therefore, the purpose of this study is to investigate the effect of the interactivity that KIBS firms have with their customers on various types of innovations in KIBS firms. Interactivity has been touted to be the most important starting point for and the basis of service innovations. This study also examines the effect of knowledge types (tacit or explicit) on the relationship between interactivity and service innovation. To test the proposed hypotheses, we developed measurement items and distributed survey questionnaires to domestic companies. 230 survey questionnaires were distributed and 81 were returned among which 76 were usable. The results of this study show that interactivity may be a significant indicator of innovation within KIBS firms. It also represents that the effect of knowledge types on the relationship between interactivity and innovation. These results indicate that KIBS firms need to improve the various activities of interaction with customers for innovation. This study provides a blueprint to further investigation of the critical role of service in service science perspectives.

글로벌 경제전반에 서비스가 미치는 영향이 증가하면서, 서비스를 통해 가치를 창출하는 혁신에 대한 새로운 관점이 요구되고 있다. 최근 서비스 혁신은 서비스와 관련된 모든 창조적인 활동으로 이해되고 있으며, 기업이 아닌 고객주도하에서 서비스의 품질을 향상시키는데 중점을 두고 있다. 이는 고객의 역할이 서비스 거래만을 주도하는 수동적인 행위자에서 서비스 관련 활동에 적극적으로 참여하는 능동적인 행위자로 변화함에 따라, 지식서비스 기업이 고객과 긴밀한 관계를 가질 수 있는 다양한 상호작용 활동을 수행할 때 혁신을 이끌 수 있음을 의미한다. 이를 토대로 본 연구에서는 서비스 혁신에 관한 단순한 개념적 수준의 연구에서 벗어나, 서비스 혁신에 영향을 미치는 서비스 기업과 고객기업 간의 상호작용성과 이들 간에 공유되는 지식유형에 대해 알아보고자 하였다. 서비스 기업과 고객기업이 이루는 협업 활동을 의미하는 상호작용성은 세 가지 활동, 지식서비스 표준화, 양방향 학습 그리고 혁신 참여로, 서비스 혁신은 세 가지 서비스 제품 혁신, 프로세스 혁신, 그리고 조직혁신으로 구분하였다. 그 결과, 다양한 상호작용 활동들이 모두 세 가지 유형의 서비스 혁신에 유의한 영향을 미치는 것을 알 수 있었으며, 더 나아가 서비스 기업과 고객이 암묵지 형태의 지식을 공유할 때, 혁신을 더 높일 수 있는 것으로 나타났다. 이러한 연구결과는 기존과 다른 관점에서 서비스 혁신을 이해하는데 도움을 주고, 지식서비스 기업이 혁신을 이루기 위한 실질적인 방안을 제시하였다는 점에서 의의가 있다.

Keywords

Acknowledgement

Supported by : 한국연구재단

References

  1. 강병서, 김계수, 사회과학 통계분석, 서울, SPSS 아카데미, 2001
  2. 강병서, 조철호, 연구조사방법론, 무역경영사, 2005
  3. 산업자원부, "지식서비스 산업 육성 전략", 2007.
  4. 오정연, "서비스 산업의 부상과 서비스사이언스의 태동", 한국전산원, 2006
  5. 임종원, 마케팅조사 이렇게, 서울, 범문사, 1996.
  6. Allen, T. J. and G. W. Henn, The Organization and Architecture of Innovation: Managing the Flow of Technology, Butterworth-Heinemann and Architecture Press, Burlington, MA, 2007.
  7. Ark, van B. L. Broersma and Hertog, den P., "Services Innovation, Performance and Policy: A Review", The research series of the Ministry of Economic Affairs, 2003 .
  8. Armbruster, H, A. Bikfalvi, K. Steffen, and G. Lay, "Organizational innovation: The challenge of measuring non-technical innovation in largescale surveys", Technovation, Vol.28, 2008.
  9. Atuahene-Gima, K., "Differential potency of factors affecting innovation performance in manufacturing and services firms in Australia", Journal of Product Innovation Management, Vol.13, 1996, pp. 35-52. https://doi.org/10.1016/0737-6782(95)00090-9
  10. Avlonitis, G. J., P. G. Papastathopoulou, S. P. Gounaris, "An empirically-based typology of product innovativeness for new financial services: Success and failure scenarios", The Journal of Product Innovation Management, Vol.18, No. 5, Sep. 2001, pp. 324-342. https://doi.org/10.1016/S0737-6782(01)00102-3
  11. Badaracco, Jr, J., The Knowledge Link: How Firms Compete through Strategic Alliances, Harvard Business School Press, Boston, MA, 1991.
  12. Baldwin, J. R. and J. Johnson, "Business strategies in moreand less-innovative firms in Canada", Research Policy, Vol.25, No.5, 1996, pp. 785-804. https://doi.org/10.1016/0048-7333(95)00875-6
  13. Barras, R., "Interactive innovation in Financial and Business Services: the vanguard of the service revolution", Research and Policy, Vol.19, No. 3, 1990, pp. 215-237. https://doi.org/10.1016/0048-7333(90)90037-7
  14. Blind, K. A., "Taxonomy of Standards in the Service Sector: Theoretical Discussion and Empirical Test", The service industries journal, 2006.
  15. Bohrnsted, G. W. and D. Knoke, Statistics for Social Data Analysis, F. E. Peacock Publishers, Inc., Itasca, Il, 1994.
  16. Brouwer, E., "Into Innovation: determinants and indicators, Ph.D. University of Amsterdam, Utrech: Drukkerij Elinkwiijk, 1997.
  17. Chae, S. I., Social Science Research Method, 3rd ed, Seoul, BNM Books, 2008(In Korean).
  18. Chen, J. S. and H. T. Tsou, "Information Technology Adoption for Service Innovation and Firm performance", IEEE, 2006.
  19. Cooper, R. G. and U. D. Brentani, "New industrial financial services: What distinguishes the winners", Journal of Product Innovation Management, Vol.8, No.2, 1991, pp. 75-90. https://doi.org/10.1016/0737-6782(91)90002-G
  20. Dabholkar, P. A. and R. P. Bagozzi, "An Attitudinal Model of Technology-Based Self-Service: Moderating Effects of Consumer Traits and Situational Factors", Journal of the Academy of Marketing Science, Vol.30, No.3, 2002, pp. 184-201. https://doi.org/10.1177/0092070302303001
  21. Deshpande, R., J. U. Farley, and Jr. F. E. Webster, "Corporate culture, Customer orientation, and innovativeness in Japanese firms: a quadrad analysis", Journal of Marketing, Vol.57, No.1, 1993, pp. 23-27. https://doi.org/10.2307/1252055
  22. Drejer, L., "Identifying innovation in surveys of services: A Schumpeterian perspective", Research Policy, 2004.
  23. Fuchs, V. R., "The growing importance of the service industries", The Journal of Business, 1965.
  24. Gadrey, J., F. Gallouj, and O. Weinstein, "New modes of Innovation: How services benefit industry", International Journal of Service Industry Management, 1995.
  25. Gefen, D. and D. Straub, "A practical guide to factorial validity using PLS-Graph: Tutorial and an notated example", Communication of the Association for Information Systems, Vol.16, 2005, pp. 91-109.
  26. Grant, R. M., "Toward a Knowledge based Theory of the Firm", Strategic Management Journal, Vol.17, 1996, pp. 109-122. https://doi.org/10.1002/(SICI)1097-0266(199602)17:2<109::AID-SMJ796>3.0.CO;2-P
  27. Hertog, den P., "Knowledge-Intensive Business Service as Co-producers of Innovation", International Journal of Innovation Management, Vol. 4, No.4, December 2000, pp. 491-528. https://doi.org/10.1142/S136391960000024X
  28. Hidaka, K., "Trends in Services Sciences in Japan and Abroad", Quarterly Review, Vol.19, 2006.
  29. Hipp, C., B. S. Tether, and I. Miles, "The Incidence and Effects of Innovation in Services: Evidence from Germany", International Journal of Innovation Management, Vol.4, No.4, December 2000, pp. 417-453.
  30. Howells, J., "Innovation and Services: The Combinatiorial Role of Services in the Knowledge-Based Economy", International Conference on new Trends and Challenges of Science and Technological Innovation in a Critical era, October 2003.
  31. Jeffers, P. I., W. A. Muhanna, and B. R. Nault, "Information Technology and Process Performance: An Empirical Investigation of the Interaction Between IT and Non-IT Resources", Decision Sciences, Vol.39, No4, November 2008, pp. 703-734. https://doi.org/10.1111/j.1540-5915.2008.00209.x
  32. Johne, A. and C. Storey, "New Service Development: A Review of the literature and Annotated Bibliography", European Journal of Marketing, Vol.32, 1998, pp. 184-252. https://doi.org/10.1108/03090569810204526
  33. Jong, J. P. J., A. Bruins, W. Dolfsma, and J. Meijaard, "Innovation in service firms explored: what, how and why?", ElM Business and Policy research, 2003.
  34. Kandampully, F., "Innovation as the core competency of a service organisation: The role of technology, knowledge and networks", European Journal of Innovation Management, Vol. 5, No.1, 2002, pp. 18-26. https://doi.org/10.1108/14601060210415144
  35. Ko, D. G., J. Kirsch, and W. R. King, "Antecedents of Knowledge Transfer from Consultants to clients in Enterprise System Implementations", MIS Quarterly, Vol.29, No.1, March 2005, pp. 59-85. https://doi.org/10.2307/25148668
  36. Kohli, R. and S. Devaraj, "Measuring Information Technology Payoff: A Meta-Analysis of structural Variables in Firm-Level Empirical Research", Information Systems Research, Vol.14, No.2, 2003, pp. 127-145. https://doi.org/10.1287/isre.14.2.127.16019
  37. Kuusisto, J. and M. Meyer, "Insights into services and innovation in the knowledge intensive economy", Technology Review, 2003.
  38. Liu, X. L. and X. G. Chen, "Service innovation mechanism based on customer-employee interaction", International Conference on Management Science and Engineering, 2007.
  39. Lundvall, B. A., National Systems of Innovation, Towards a Theory of Innovation and Interactive Learning, London: Printer Publishers, 1997.
  40. Marius T. H., Meeus, Leon A. G. Oeriemans, and Jerald hage, "Patterns of Interactive Learning in a high-tech region", Organization studies, 2001.
  41. Maglio, P. P. and J. Spohrer, "Fundamentals of Service Science", Journal of the Academy of Marketing Science, Vol.36, No.1, 2008, pp. 18-20. https://doi.org/10.1007/s11747-007-0058-9
  42. Menor, Larry, J. Mohan, V. Tatikonda, and Scott E. Sampson, "New service development: area for exploitation and exploration", Journal of Operations Management, Vol.20, 2002, pp. 135- 157. https://doi.org/10.1016/S0272-6963(01)00091-2
  43. Michel, S., S. W. Brown, and A. S. Gallan, "Service- Logic Innovations: How to innovate Customers, Not Products", California Management Review, Vol.50, No.3, 2008, pp. 49-65. https://doi.org/10.2307/41166445
  44. Miles, I., "Services Innovation: A Reconfiguration of Innovation Studies", Policy Research in Engineering, Science and Technology, April 2001.
  45. Miles, I., N. Kastrinos, R. Bilderbeek, den P. Hertog, K. Flanagan, and W. huntink, "Knowledge- intensive business services: their role as users, carriers and sources of innovation", Report to the EC DG XIII Luxembour: Sprint ElMS Programme, 1995.
  46. Murray, K. B. and J. L. Schlacter, "The impact of services versus goods on consumer's assessment of perceived risk and variability", Journal of the Academy of Marketing Science, Vol.18, No.1, 1990.
  47. Nam, K., Y. J. Kim, J. T. Kim, Y. W. Bac, H. W. Byun, and N. H. Lee, "Service Science: Theory Review and Development of Analytical Framework", Information Systems Review, Vol.10, No.1, April 2008, pp. 213-235(in Korean).
  48. Nonaka, I., "A Dynamic Theory of Organizational Knowledge Creation", Organization Science, Vol.5, 1994, pp. 14-37. https://doi.org/10.1287/orsc.5.1.14
  49. Nonaka, I. and H. Takeuchi, The knowledge-creating company: How Japanese Companies Create the Dynamics of Innovation, New York/ Oxford University press, 1995.
  50. OECD, "Promoting innovation and growth in services", Working Paper DSTI/STP/TIP(99)4, Paris, OECD, 1999.
  51. Oke, A, "Innovation Types and Innovation management practices in Service companies", International Journal of Operations and Production Management, Vol.27, No.6, 2007, pp. 564- 587. https://doi.org/10.1108/01443570710750268
  52. Payne, A. F., K Storbacka, and P. Frow, "Managing the co-creation of value", Journal of the Academy of Marketing Science, Vol. 36, 2008, pp. 83-96. https://doi.org/10.1007/s11747-007-0070-0
  53. Pavitt, K., "Sectoral Patterns of Technical Change: Towards a Taxonomy and a Theory", Research and Policy, Vol.13, 1984, pp. 343-373. https://doi.org/10.1016/0048-7333(84)90018-0
  54. Ping, Jr. R. A, "On Assuring Valid Measures for Theoretical Models Using Survey Data", Journal of Business Research, Vol.57, 2004, pp. 125-141. https://doi.org/10.1016/S0148-2963(01)00297-1
  55. Prahalad, C. K. and V. Ramaswamy, "The Future of Competition: Co-Creating Unique Value with Customers", Boston, MA: Harvard Business School Press, 2004.
  56. Ramasway, V., "Co-Creating Experiences of Value with Customers", SET Labs Briefings, Vol.4, No.1, 2006.
  57. Ravichandran, T., "Redefining organizational innovation: toward theoretical advancements", The Journal of high Technology Management Research, Vol.2, 2000.
  58. Sawhney, M., S. Balasubramanian, and V. Krishnan, "Creating Growth with Service", MIT Sloan Management Review, 2004.
  59. Schurnpeter, J. A., ''The Theory of Economics Development: An Inquiry into Profits, Capital Credit, Interest and the Business Cycle", Harvard University Press, Cambridge, MA, 1934.
  60. Segars, A. H., "Assessing the Unidimensionality of Measurement: A Paradigm and Illustration within the Context of Information Systems Research", Omega, International Journal of Management Science, VoI.25, No.1, 1997, pp. 107-121. https://doi.org/10.1016/S0305-0483(96)00051-5
  61. SirilIi, G. and R. Evangelista, "Technological Innovation in Services and Manufacturing; Results from an Italian study", Research Policy, 1998, pp. 881-899.
  62. Song, S., S. Nerur, and J. T. C. Teng, "An Exploratory Study on the Roles of Network Structure and Knowledge Processing Orientation in Work Unit Knowledge Management", The DATA BASE for Advances in Information Systems, Vol.38, No.2, 2007, pp. 8-26. https://doi.org/10.1145/1240616.1240620
  63. Starbuck, W. H., "Learning By Knowledge-Intensive Firms", The Journal of Management Studies, 1992.
  64. Tether, B. S., C. Hipp, and I. Mies, "Standisation and particularisation in service: evidence from Germany", CRIC, University of Manchester and UMIST, mimeoforthcoming in Research Policy, 2000.
  65. Van der Aa, W. and T. Elfring, "Realizing innovation in services", Scandinavian Journal of Management, 2002, pp. 155-171.
  66. Windrum, P. and M. Tomlinson, "Knowledge-intensive services and international competitiveness: a four-country comparison", Technology Analysis and Strategic Management, 1999, pp. 391-408.
  67. WITSA Digital Planet, World Information Technology and Service Alliance (WITSA), May 2008.
  68. Xin, Y., K. H. Chai, and K. C. Tan, "Service innovation: A Review and Future Research Areas", IEEE, 2006.