Journal of Korea Society of Industrial Information Systems (한국산업정보학회논문지)

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

DOI QR Code

The Effects of Small-Medium Suppliers' Adaptive Learning on New Product Creativity and Performance

중소공급업체의 시장적응학습이 신제품 창의성과 성과에 미치는 영향

  • Received : 2019.07.19
  • Accepted : 2019.08.06
  • Published : 2019.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

The rapidly changing business environment requires small and medium-sized suppliers to develop creative new products. Therefore, many previous studies have attempted to identify important factors for successful new product development. However, despite the importance of firm learning has generated considerable interest in new product development, the central issue of firm learning remains unanswered. Therefore, this study investigated the effect of adaptive learning of small and medium suppliers on creativity and new product performance in new product development. As a result, it was confirmed that adaptive learning positively affects both novelty creativity and meaningfulness creativity. On the other hand, meaningfulness creativity has a positive effect on new product performance, but novelty creativity has no effect on new product performance.

최근 급변하는 경영환경은 중소공급업체들에게 시장기반을 토대로 한 창의적인 신제품 개발을 요구하고 있다. 따라서 많은 선행연구들은 성공적인 신제품 개발을 위한 핵심적인 전략요인을 파악하기 위해 노력한다. 하지만 신제품 성공에 영향을 미치는 전략적 요인 중 신제품 창의성을 증대시키는 기업의 시장기반 학습역량과 그 역할에 대한 연구는 매우 미흡하다. 따라서 본 연구는 신제품 개발에 있어 중소공급업체의 적응적 학습이 창의성 및 신제품 성과에 미치는 영향을 파악하기 위하여, 국내 시장에서 신제품을 출시한 경험이 있는 기업을 대상으로 실증 분석하였다. 분석결과, 적응적 학습은 신제품 창의성 요인인 참신적 창의성과 유용적 창의성 모두에게 긍정적 영향을 미치는 것으로 확인되었다. 한편, 신제품 창의성과 신제품 성과 간의 관계에 있어 유용적 창의성은 신제품 성과에 긍정적 영향을 미치나, 참신적 창의성은 신제품 성과에 영향을 미치지 않는 것으로 확인되었다.

Keywords

References

  1. Amabile, T. M., Conti, R., Coon, H., Lazenby, J. and Herron, M. (1996). Assessing the Work Environment for Creativity, Academy of Management Journal, 39(5), 1154-1184. https://doi.org/10.2307/256995
  2. Atuahene, G. K. (1995). An Exploratory Analysis of the Impact of Market Orientation on New Product Performance: A Contingency Approach, Journal of Product Innovation Management, 12(4), 275-293. https://doi.org/10.1111/1540-5885.1240275
  3. Bagozzi, R. P. and Yi, Y. (1988). On the Evaluation of Structural Equation Models, Journal of the Academy of Marketing Science, 16(1), 74-94. https://doi.org/10.1007/BF02723327
  4. Baker, W. E. and Sinkula, J. M. (1999). The Synergistic Effect of Market Orientation and Learning Orientation on Organizational Performance, Journal of the Academy of Marketing Science, 27(4), 411-427. https://doi.org/10.1177/0092070399274002
  5. Bell, S. J., Whitwell, G. J. and Lukas, B. A. (2002). Schools of Thought in Organizational Learning, Journal of the Academy of Marketing Science, 30(1), 70-86. https://doi.org/10.1177/03079459994335
  6. Calantone, R. and Rubera, G. (2012). When should RD & E and Marketing Collaborate? The Moderating Role of Exploration-Exploitation and Environmental Uncertainty, Journal of Product Innovation Management, 29(1), 144-157. https://doi.org/10.1111/j.1540-5885.2011.00884.x
  7. Calantone, R., Schmidt, J. B. and Song, X. M. (1996). Controllable Factors of New Product Success: A Cross-national Comparison, Marketing Science, 15(4), 341-358. https://doi.org/10.1287/mksc.15.4.341
  8. Chakravarthy, B. S. (1982). Adaptation: A Promising Metaphor for Strategic Management, Academy of Management Review, 7(1), 35-44. https://doi.org/10.5465/amr.1982.4285438
  9. Cohen, W. M. and Levinthal, D. A. (1990). Absorptive Capacity: A New Perspective on Learning and Innovation, Administrative Science Quarterly, 35(1), 128-152. https://doi.org/10.2307/2393553
  10. Collis, D. J. (1994). Research Note: How Valuable Are Organizational Capabilities?, Strategic Management Journal, 15(S1), 143-152. https://doi.org/10.1002/smj.4250150910
  11. Fornell, C. and Larcker, D. F. (1981). Evaluating Structural Models with Unobservable Variables and Measurement Error, Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.1177/002224378101800313
  12. Garcia, R. and Calantone, R. (2002). A Critical Look at Technological Innovation Typology and Innovativeness Terminology: A Literature Review, Journal of Product Innovation Management, 19(2), 110-132. https://doi.org/10.1111/1540-5885.1920110
  13. Im, S. and Workman Jr, J. P. (2004). Market Orientation, Creativity, and New Product Performance in High-Technology Firms, Journal of Marketing, 68(2), 114-132. https://doi.org/10.1509/jmkg.68.2.114.27788
  14. Jung, D. and Jung, C. (2006). The Mediating Effects of New Product Creativity on the Relationships between Market Orientation and Product Performance: Focused on Foods & Beverages Industry, Journal of Marketing Studies, 14(2), 25-55.
  15. Kang, S., Hur, W. and Park, K. (2014). The Sources and Roles of New Product Creativity for Successful New Product Development, Journal of Marketing Management Research, 19(4), 123-147.
  16. Kitchell, S. (1995). Corporate Culture, Environmental Adaptation, and Innovation Adoption: A Qualitative/Quantitative Approach, Journal of the Academy of Marketing Science, 23(3), 195-205. https://doi.org/10.1177/0092070395233004
  17. Kyriakopoulos, K. and Moorman, C. (2004). Tradeoffs in Marketing Exploitation and Exploration Strategies: The Overlooked Role of Market Orientation, International Journal of Research in Marketing, 21(3), 219-240. https://doi.org/10.1016/j.ijresmar.2004.01.001
  18. Lukas, B. A. and Ferrell, O. C. (2000). The Effect of Market Orientation on Product Innovation, Journal of the Academy of Marketing Science, 28(2), 239-247. https://doi.org/10.1177/0092070300282005
  19. Morgan, N. A. (2012). Marketing and Business Performance, Journal of the Academy of Marketing Science, 40(1), 102-119. https://doi.org/10.1007/s11747-011-0279-9
  20. Morgan, R. M. and Hunt, S. D. (1994). The Commitment-Trust Theory of Relationship Marketing, Journal of Marketing, 58(3), 20-38. https://doi.org/10.1177/002224299405800202
  21. Narver, J. C., Slater, S. F. and MacLachlan, D. L. (2004). Responsive and Proactive Market Orientation and New Product Success, Journal of Product Innovation Management, 21(5), 334-347. https://doi.org/10.1111/j.0737-6782.2004.00086.x
  22. Nunnally, J. (1978). Psychometric Theory, Hillsdale, NJ, Lawrence Erlbaum Associates.
  23. Podsakoff, P. M., MacKenzie, S. B. and Podsakoff, N. P. (2012). Sources of Method Bias in Social Science Research and Recommendations on How to Control It. Annual Review of Psychology, 63, 539-569. https://doi.org/10.1146/annurev-psych-120710-100452
  24. Rijsdijk, S. A., Langerak, F. and Jan Hultink, E. (2011). Understanding A Two-Sided Coin: Antecedents and Consequences of a Decomposed Product Advantage, Journal of Product Innovation Management, 28(1), 33-47. https://doi.org/10.1111/j.1540-5885.2010.00779.x
  25. Scott, S. G. and Bruce, R. A. (1994). Determinants of Innovative Behavior: A Path Model of Individual Innovation in the Workplace, Academy of Management Journal, 37(3), 580-607. https://doi.org/10.2307/256701
  26. Sethi, R. and Sethi, A. (2009). Can Quality Oriented Firms Develop Innovative New Products?, Journal of Product Innovation Management, 26(2), 206-221. https://doi.org/10.1111/j.1540-5885.2009.00346.x
  27. Sethi, R., Smith, D. C. and Park, C. W. (2001). Cross-Functional Product Development Teams, Creativity, and the Innovativeness of New Consumer Products, Journal of Marketing Research, 38(1), 73-85. https://doi.org/10.1509/jmkr.38.1.73.18833
  28. Shalley, C. E. (1995). Effects of Coaction, Expected Evaluation, and Goal Setting on Creativity and Productivity, Academy of Management Journal, 38(2), 483-503. https://doi.org/10.2307/256689
  29. Song, X. M. and Parry, M. E. (1997). The Determinants of Japanese New Product Successes, Journal of Marketing Research, 34(1), 64-76. https://doi.org/10.1177/002224379703400106
  30. Stock, R. M. and Zacharias, N. A. (2011). Patterns and Performance Outcomes of Innovation Orientation, Journal of the Academy of Marketing Science, 39(6), 870-888. https://doi.org/10.1007/s11747-010-0225-2
  31. Suh, C. J., Kwak, Y. W. and Lee, I. T. (2013). The Comparison of Small and Middle Manufacturing Company's Core Competency by Manufacture and Customer Types, Journal of the Korean Production and Operations Management Society, 24(2), 217-237.
  32. Tyre, M. J. and Von Hippel, E. (1997). The Situated Nature of Adaptive Learning in Organizations, Organization Science, 8(1), 71-83. https://doi.org/10.1287/orsc.8.1.71
  33. Vorhies, D. W., Orr, L. M. and Bush, V. D. (2011). Improving Customer-Focused Marketing Capabilities and Firm Financial Performance via Marketing Exploration and Exploitation, Journal of the Academy of Marketing Science, 39(5), 736-756. https://doi.org/10.1007/s11747-010-0228-z
  34. Yang, H., Phelps, C. and Steensma, H. K. (2010). Learning from What Others Have Learned from You: The Effects of Knowledge Spillovers on Originating Firms, Academy of Management Journal, 53(2), 371-389. https://doi.org/10.5465/amj.2010.49389018
  35. Zaltman, G., Duncan, R. and Holbek, J. (1993). Innovations and Organizations, NJ, John Wiley & Sons.
  36. Zhou, K. Z., Yim, C. K. and Tse, D. K. (2005). The Effects of Strategic Orientations on Technology-and Market-based Breakthrough Innovations, Journal of Marketing, 69(2), 42-60. https://doi.org/10.1509/jmkg.69.2.42.60756
  37. Zuo, L., Fisher, G. J. and Yang, Z. (2019). Organizational Learning and Technological Innovation: The Distinct Dimensions of Novelty and Meaningfulness That Impact Firm Performance, Journal of the Academy of Marketing Science, https://doi.org/10.1007/s11747-019-00633-1.