기술지향성과 환경요인이 제품창조성과 성과에 미치는 영향

다국어 초록 (Multilingual Abstract)

In recent years, many domestic firms have started showing interests in creative management. That’s because the firms have realized that the fast following strategy with emphasizing cost reductions may not be valid for success anymore. Particularly, product creativity have become one of the most important issues to the domestic manufacturing firms. However, few studies on product creativity have been published so far. Hence, the firms are experiencing somewhat difficulty in enhancing product creativity and, thereby, performance. Thus, the objectives of this study are two-fold as follows. First, the present study examines the effects of technology orientation on product creativity and performance. Past studies on technology orientation have mainly focused on the effects on product innovation and its direct relationship with performance. However, the theoretical background on the effects of technology orientation on product creativity exists in the literature. Furthermore, product creativity is a more concrete construct than product innovation. Hence, the construct of product creativity rather than product innovation would be more useful for firms in setting the direction of product development and evaluating its progression. Second, the present study examines the effects of competitive environments on the relationship between product creativity and performance. Product development is considered as a response to changing environments. Hence, environmental forces are considered as important factors which would affect firm’s performance in the market. However, the impacts of competitive environments on the relationship between product creativity and performance have not been studied yet. Thus, the study would be managerially very useful for dealing with changing environmental forces. Using structural equation modeling, the hypotheses that technology orientation positively affects product creativity and performance were supported. Using hierarchical regression analysis, the moderating effects of the competitive environments were partially supported. The results of this study have useful managerial implications, especially to firms with heavy investments in technological advancement. First, technology orientation would be a valid option for pursuing product creativity and, thereby, performance. Second, when the competitive environments are highly unstable, firms need to concentrate more on product meaningfulness than newness. Particularly under high demand uncertainty, since it is hard to identify customers’ preferences, investment in product newness could be wasteful. In such situation, it would be more effective to concentrate on product meaningfulness. The findings of this study provide two important practical contributions to the product creativity. First, the present study examined the effect of technology orientation on product meaningfulness. Second, by evaluating the moderating effects of the competitive environments on the relationship between product creativity and performance, the present study identified useful strategies under specific environmental forces. Although the present study makes various theoretical and managerial contributions, it has the following limitations. First, the present study includes technology only without considering market orientation and entrepreneurship. Hence, it would be valuable to incorporate those strategic orientations into future studies. Second, this study collected data from executives and senior managers of manufacturing firms, not from customers. Even though the firms may think their products are creative, it is possible that customers may not think so. Thus, in future studies, different research designs may be needed. Third, this study considers manufacturing firms only. Hence, the results of the present study may not be relevant to service firms and so, similar or modified research designs may be required.

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