• The Journal of the Korea Contents Association
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• v.12 no.12
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• pp.587-596
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• 2012

This research works has newly proposed ideation method for development of innovative product design by using four design thinking framework in the aesthetic issue, material issue, function & structure issue which are usually called three major design issues. The four design thinking framework is consisted of eliminate, reduce, raise and create. This research also analyzed 232 innovation products in order to verify the proposed ideation method. The main outputs of this research are as follows; first, the ideation method which was newly developed in this research can help to create new ideas for innovation product design. Second, 41% existed innovation product designs were developed based on the ideation in the 'function & structure' issue. Three, 74% existed innovation product designs were developed based on the 'raise & create' issue rather than 'eliminate & reduce' issue. The results of this research can help a designer who wants create new innovation product.

• Korean Management Science Review
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• v.25 no.1
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• pp.169-191
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• 2008

In this paper, we examined the difference of the effects of buying factors in two consumer segments divided by the innovative behavior for digital convergence products, and developed relevant managerial implications. As the digital convergence product could be understood as a innovative bundling product, the buying factors of the digital convergence products were clustered in 3 groups : common innovation-bundling factors, innovation factors and bundling factors. Tests for the difference of regression coefficients of the purchasing factors in the two markets show that (1) the early market is affected by both of the common innovation-bundling factors and the innovation factors, while the mainstream market is affected by all of the common innovation-bundling factors. the innovation factors and the bundling factors, (2) the early market is more affected by the technical benefit, while the mainstream market is more affected by the pragmatic benefit, and (3) both of the two markets are affected by the compatibility and the message communicability. The relevant managerial implications for the successive diffusion of the digital convergence products can include (1) in the entire period of the diffusion. enhancing the compatibility between consumer and product concept, performing constant and differentiated marketing communication activities, (2) in the early market of the diffusion, introducing unique innovative product which provides obvious and differential synergy through the convergence, appealing to the technical benefit, and (3) in the mainstream market of the diffusion, improving the qualities and features of individual products for the digital convergence product, appealing to the pragmatic benefit, reducing the complexity of product.

• Management & Information Systems Review
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• v.31 no.1
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• pp.183-203
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• 2012

This paper investigates how small-medium firms deploy organizational culture, job stability and environmental uncertainty for technological innovation(product and process innovation). This paper suggests that organizational culture has significant effects on technological innovation, that job stability and environmental uncertainty moderate relationship between organizational culture and technological innovation. To test the hypotheses, data were collected from small-medium firms. The survey data of 258 firms were collected and integrated as the empirical base for testing the hypotheses. Major results are as follows: Firstly, when organizational culture as well as control variables are considered, organizational culture had significant and positive effects on product innovation. This result implies that organizational culture is an important means by which small-medium firms can promote innovation. Secondly, the interaction between organizational culture and job stability had a positive and significant effects on product innovation. Thirdly, the interaction between organizational culture and environmental uncertainty had a positive and significant effects on product innovation and process innovation. This paper suggests implications and several future researches need to overcome the limitations of this paper.

• Journal of Digital Convergence
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• v.10 no.11
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• pp.673-680
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• 2012

The purpose of this study is to investigate the moderating role of customer and supplier participation in the relationship between new product/service development processes and product/service innovation. The research result shows that the high customer participation plays the moderating role in the relationship between strategy design and product/service innovation. Thus, if customers give ideas in the strategy design process, the probability of new product/service innovation will be increased. The conclusions and implications are discussed.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.8
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• pp.157-167
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• 2022

The global laundry detergents market in 2021 was valued at nearly $121 billion, with consumers being reported as heightening their search for hygienic products capable of fighting viruses. Therefore, the researchers undertook a study to determine how product innovation (PI), product quality (PQ), and product attitude (PA) effects Thai consumers' satisfaction (CS) with their purchase of laundry detergent and fabric softener. After the questionnaire's validity and reliability confirmation, the authors used multi-stage random sampling by region and province in January and February 2022 to collect 520 questionnaires. LISREL 9.10 was used in the CFA and SEM analysis of the six hypotheses, which were determined to be supported. The results showed that all three causal variables positively influenced CS, with a total effect (TE) R² value = 87%. Also, latent variable total effect (TE) values showed that PI was strongest (0.93), then PQ (0.56), and finally, PA (0.54). Therefore, consumer satisfaction is essential in a firm's ongoing development and sustainability in a highly competitive, globalized world. Organizations must develop competitive strategies that adjust to consumer needs. Management must monitor online and social media sources where product reviews are given and adjust their strategies accordingly.

• The Journal of the Korea Contents Association
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• v.11 no.12
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• pp.870-883
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• 2011

The primary purpose of this study is to examine the relationship between market orientation and new product performance in a manufacturing firms, and examines how product quality, employee satisfaction, and innovation speed play a mediating role between market orientation and new product performance. Based on relevant literature reviews, this study posits three mediators, that is, product quality, employee satisfaction, and innovation speed as key determinants of new product performance. And then we structured a research model and hypotheses about relationship between these variables. A total 159 usable survey responses of Korean food/pharmaceutical firms have been employed in the analysis. The data were analyzed with Amos12.0K. The results be summarized as follows: First, market orientation had a positive influence upon product quality, employee satisfaction, and innovation speed. Second, two mediators of employee satisfaction, innovation speed had a positive influence upon new product performance. Third, employee satisfaction had a positive influence upon product quality and innovation speed. According to the result of this research, a manufacturing firms have to focus on the market orientation and understand the role of product quality, employee satisfaction, and innovation speed mediators on the process between the market orientation and the new product performance.

• Asia Marketing Journal
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• v.15 no.3
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• pp.79-95
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• 2013

New product innovation is a process of embodying new knowledge in a product and technology licensing is getting popular as a means to innovations and introduction of new product to the market in today's competitive global market environment. Incumbents often rely on technology licensing to access new product opportunities created by other firms. Prior research has examined various aspects of technology licensing agreements such as specific contract terms of licensing agreements, e.g., distribution of control rights, exclusivity of licensing agreements, cross-licensing, and the scope of licensing agreements. This study aims to provide answers to an important, but under-researched question: why do some incumbents initiate more licensing agreement for exploratory learning while others do it for exploitative learning along the innovation process? We attempt to extend our knowledge of licensing agreements from an organizational learning perspective. Technology licensing as a specific form of interfirm linkages can be initiated with different learning objectives along the process of new product innovation. The exploratory stages of the innovation process such as discovery or research stages involve extensive searches to create new knowledge or capabilities, whereas the exploitative stages of the innovation process such as application or test stages near the commercialization are more focused on developing specific applications or improving their efficiency or reliability. Thus, different stages of the innovation process generate different types of learning and the resulting technological resources. We examine when incumbents as licensees initiate more licensing agreements for exploratory learning objectives and when more for exploitative learning objectives, focusing on two factors that may influence a firm's formation of exploratory and exploitative licensing agreements: 1) its past radical and incremental innovation experience and 2) its internal investments in R&D and marketing. We develop and test our hypotheses regarding the relationship between a firm's radical and incremental new product experience, R&D investment intensity and marketing investment intensity, and the likelihood of engaging in exploratory and exploitive licensing agreements. Using data collected from various secondary sources (Recap database, Compustat database, and FDA website), we analyzed technology licensing agreements initiated in the biotechnology and pharmaceutical industries from 1988 to 2011. The results of this study show that incumbents initiate exploratory rather than exploitative licensing agreements when they have more radical innovation experience and when they invest in R&D activities more intensively; in contrast, they initiate exploitative rather than exploratory licensing agreements when they have more incremental innovation experience and when they invest in marketing activities more intensively. The findings of this study contribute to the licensing and interfirm cooperation studies. First, this study lays a foundation to understand the organizational learning aspect of technology licensing agreements. Second, this study sheds lights on how a firm's internal investments in R&D and marketing are linked to its tendency to initiate licensing agreements along the innovation process. Finally, the findings of this study provide important insight to managers regarding which technologies to gain via licensing agreements. This study suggests that firms need to consider their internal investments in R&D and marketing as well as their past innovation experiences when they initiate licensing agreements along the process of new product innovation.

• Journal of Korea Trade
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• v.25 no.4
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• pp.37-59
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• 2021

Purpose - Although models of innovation and exporting dominate recent studies of relations between innovation and access to foreign markets, relations between innovation and foreign direct investment (FDI) are less explored. This is especially true of relations between types of innovation and FDI. We fill that gap in the literature with empirical evidence that clarifies whether firms enter foreign markets through exports or FDI. Design/methodology - In order to assess the role of innovation in firms' international engagement strategies, we develop research hypotheses and present new empirical evidence on firms' choice of entry - exports and FDI - based on firm-level data. Findings - Our empirical results suggest that the impact of product innovation is more significant in transition from being a purely domestic firm to an exporter, while process innovation more significantly affect transition from being an exporter to a multinational enterprise. Our results also support 'self-selection into FDI' rather than 'learning-by-performing FDI' in the relationship between innovation and firms' overseas expansion. Originality/value - Recent literature on the relationship between innovation and firms' participation in foreign markets is dominated by models of innovation and export behavior. However, foreign direct investment by multinational enterprises may also be associated with firms' innovative activities. We first analyze how product and process innovations influence firms' choices to initiate exports or FDI.

• Journal of Technology Innovation
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• v.25 no.4
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• pp.239-261
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• 2017

This paper analyzes how corporate product innovation affects firms' revenue and financial stability, and thereby draws the implications for the corporate strategy for sustainable growth. Corporate product innovation is defined as the development of new products within the firm, including bought-in products. Corporate revenue is measured by per capita sales and its growth rate, while financial stability is measured by debt-to-equity ratio and liquidity ratio. In the empirical analysis, the two-stage estimation method was used to control for the endogeneity of new product development. The data are drawn from the first (2005) to the sixth (2015) wave of the Human Capital Corporate Panel (HCCP) Survey, which are matched to the data from the Korea Investors Service (KIS). The results of the first-stage estimation indicate that product innovation of the firm is promoted by the firm's knowledge capital stock, human resources investment, and market-leading strategy. The second-stage estimation results indicate a positive relationship between the firm's level of activity in product innovation and short-term revenue (per capita sales and its growth), and financial stability (lower debt-to-equity ratio and higher liquidity ratio). These findings confirm that the firm's investment in technology innovation and subsequent product innovation are important strategies to enhance both short-term corporate revenue and long-term financial stability.

• Knowledge Management Research
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• v.14 no.3
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• pp.87-100
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• 2013

As the external knowledge networks of firms have become more and more important to their product and service innovations, many global leading companies such as P & G, IBM, and Samsung Electronics have formulated and implemented their open innovation strategy. This study attempts to empirically analyze the effects of CEOs' supports for external knowledge networks, external knowledge network-oriented cultures and inter-organizational knowledge management systems as the major antecedents to external knowledge networks by using the data based on organizational members' perceptions about them. Based on 847 samples collected from employees in three companies in the medical, the construction and the IT service industries, this study performed a structural equation modeling (SEM) analysis about the effects of the antecedents to the external knowledge networks on product and service innovations through Partial Least Squares (PLS). The empirical findings of this study show that CEOs' supports for external knowledge network positively influence product and service innovations, partially mediated by external knowledge network-oriented cultures and inter-organizational knowledge management systems. And they also show that external knowledge network-oriented cultures and inter-organizational knowledge management systems have a positive effect on product and service innovations, respectively, partially mediated by external knowledge networks. With these new findings, academic and practical implications are discussed.