가치혁신 생산전략의 성과: 생산전략의 새로운 패라다임 = The Performance of Value Innovative Operations Strategy: A New Paradigm of Operations Strategy

다국어 초록 (Multilingual Abstract)

In the academic field of operations and production management, a new paradigm, called the value innovative operations strategy (VIOS), is attracting considerable attention. As advocated, the value innovative operations strategy puts its top priority on social responsibility operations capabilities, including the protection of environment, health and safety, and security. The purpose of this study is to confirm whether the value innovative operations strategy is migrated from the traditional operations strategy (TOS) in which economic operations capabilities such as cost, delivery date, flexibilities and quality were at the top operational concerns. Further, this paper is designed to understand contextual factors which are deemed to be appropriate for the value innovative operations strategy and their organizational characteristics for the operational activities.
In this study, the areas of research questions are categorized and posited as follows: (1) the differences of organizational performance between the firms highlighting social responsibility operations capabilities and other firms putting an emphasis on the economic operations capabilities, (2) the organizational contexts, including competition intensity and organizational capabilities, which seem to be appropriate for the firms in pursuit of the value innovative operations strategy, and, finally, (3) the operational activities that fit the value innovative operations strategy, exemplified by the customer-centric orientation and strategic alliances with agility.
For the purpose of empirical validation on the proposed hypotheses, an empirical survey was conducted, targeting the Korean manufacturing firms solely. The participants were the member firms in the panel organized by a trustworthy on-line marketing research company. The total number of the sample companies was 220, and knowledgeable key informants at each company were accessed. The types of industry included the automobile, semiconductor, chemical, pharmaceutical, shipbuilding, etc. With respect to the measure verification issue, a very robust and standardized process was implemented in order to ensure reliability and validity of all the variables. Further, the relevant statical techniques were used, including t analysis and the hierarchical regression analysis.
Overall, the analysis shows that the most hypotheses were supported. The result of this study confirms that the firms implementing the value innovative operations strategy are more successful than the firms using the traditional operations strategy. More specifically, when the firms are confronted with more competitive environment, the performance of the firms using the value innovative operations strategy is statistically higher than that of the firms applying the traditional operations strategy. And, more critically, only when the firms implement the value innovative operations strategy in parallel with the customer-oriented operations strategy, and when the operations strategy is accompanied by the strategic alliance with external parties, they show a better performance which is resulting from the interplay among those organizational factors.
The implications of the current study are as follows: first of all, a paradigm of operations strategy in the manufacturing industry is shifting from the TOS to the VIOS. This study confirms that from the traditional paradigm of stressing economic operations capabilities, the new paradigm of the value innovative operations strategy is emerging, which is aiming at providing new values to customers, by putting an emphasis on the firms’ social responsibility operations capabilities and by reducing the managerial focus on the economic operations capabilities. Secondly, this study sheds a light on the theory building on the value innovative operations strategy. This study, in particular, suggests critical contingent factors that are compatible with the value innovative operations strategy and their organizati...

국문 초록 (Abstract)

본 연구의 목적은 제조기업의 생산전략이 원가, 납기, 유연성, 품질 요인과 같은 경제적 생산역량을 최우선적으로 강조하였던 전통적 생산전략에서 환경보호, 안전보건, 보안과 같은 사회적 책임 생산역량을 최우선으로 강조하는 가치혁신 생산전략으로 이동되고 있는지를 확인해 보는 것이다. 그리고 가치혁신 생산전략과 적합한 상황요인과 생산활동의 특성을 이해하고자 했다. 본 연구에서는 표본기업을 대상으로 사회적 책임 생산역량 비율(사회적 책임 생산역량 대 경제적 생산역량 비율)을 계산하였다. 그리고 상대적으로 사회적 책임 생산역량 비율이 높은 상위 1/3 기업집단을 가치혁신 생산전략 집단으로, 이 비율이 상대적으로 낮은 하위 1/3 집단을 전통적 생산전략집단으로 측정하였다. 본 연구가 국내 제조업을 대상으로 실증분석을 실시한 결과, 가치혁신 생산전략이 전통적 생산전략보다 성과가 좋은 것으로 나타났다. 특히 시장이 경쟁적인 상황에서 가치혁신 생산전략의 성과가 전통적 생산전략보다 통계적으로 유의하게 높다는 점을 알 수 있었다. 그리고 가치혁신 생산전략이 고객지향 생산활동과 병행될 때, 또한 가치혁신 생산전략이 외부기업과의 제휴활동과 병행될 때 상호작용 효과가 발생되어 성과가 증가하는 것으로 나타났다. 이러한 연구결과는 다음과 같은 시사점을 제공하고 있다. 첫째, 제조업의 생산전략 패러다임이 전통적 생산전략 패러다임에서 가치혁신 생산전략 패러다임으로 이동되고 있음을 시사하고 있다. 둘째, 본 연구 결과는 가치혁신 생산전략에 적합한 상황요인과 생산활동 특성을 제시함으로써, 가치혁신 생산전략의 이론적 틀을 세워나가는데 기여하고 있다고 평가할 수 있다.

참고문헌 (Reference)

1 한동여, "환경제품의 구매의도에 영향을 미치는 요인 간 관계연구" 한국기업경영학회 13 (13): 99-112, 2006

2 김운우, "학습과 가치혁신 생산전략이 기업성과에 미치는 영향" 충북대학교 대학원 2011

3 박경민, "지역산업 발전을 위한 블루오션전략 수립：래프팅산업에의 적용 사례" 한국경영과학회 26 (26): 7-20, 2009

4 김문선, "중소기업 핵심기술 유출실태에 관한 연구" 2007

5 김지대, "중국기업의 가치 혁신 신제품개발 전략에 관한 실증 연구" 한중사회과학학회 7 (7): 83-128, 2009

6 김지대, "조합적 생산전략, 학습, 그리고 성과간의 관계에서 가치혁신 전략의 조절 효과" 한국기업경영학회 17 (17): 157-178, 2010

7 김지대, "조직문화가 신제품개발 관리에 미치는 영향" 한국경영학회 36 (36): 133-157, 2007

8 박병권, "제품안전을 위한 TQM활동, 전사적PL활동, PL성과의 관계에 관한 연구" 한국산업경영학회 20 (20): 151-174, 2005

9 뤼디거 융블루트, "이케아" 미래의 창 2006

10 김문구, "이동통신서비스의 기업능력, 경쟁전략 및 경쟁우위의 영향관계에 관한 탐색적 연구" 한국경영과학회 21 (21): 235-252, 2004

11 김지대, "시장 경계선 재구축, 핵심 역량, 전략적 학습이 가치 혁신 신제품개발에 미치는 영향" 한국경영학회 37 (37): 1287-1308, 2008

12 김효준, "생각의 창의성 TRIZ" 지혜 2004

13 김영한, "생각의 지름길" 다산북스 2008

14 김지대, "새로운 생산전략모형에 관한 이론적 고찰" 한국생산관리학회 9 (9): 9-2, 1998

15 장세진, "삼성과 소니" 살림출판사 2008

16 김지대, "블루오션 신제품개발 전략에 관한 실증연구" 기술경영경제학회 15 (15): 27-63, 2007

17 정재희, "맞수 간 전략적 제휴를 통한 경쟁력 강화 -IT 서비스 산업을 중심으로" 한국기업경영학회 14 (14): 1-16, 2007

18 한상완, "녹색성장시대에 대응한 녹색경영 전략" 현대경제연구원 08-32, 2008

19 정우성, "국내 애니메이션 글로벌 경쟁력 강화 방안: 로보트 태권브이 블루오션 전략을 만나다" 한국경영학회 36 (36): 1475-1506, 2007

20 김지대, "가치혁신 전략이 생산전략과 생산활동에 미치는 영향에 관한 탐색적 연구" 충북대학교 산업경영연구소 14 (14): 173-185, 2011

21 김수욱, "World Class 제조역량의 역할" 한국생산관리학회 18 (18): 59-84, 2007

22 Schonberger, R., "World Class Manufacturing: The Next Decade" Free Press 1996

23 Flynn, B. B., "World Class Manufacturing : An Investigation of Hayes and Wheelwright’s Foundation" 17 : 249-269, 1999

24 Porter, M. E., "What is Strategy?" 61-78, 1996

25 Slywortzky, A. J., "Value Migration" Harvard Business School Press 1996

26 Kim, W. C., "Value Innovation: The Strategic Logic of High Growth" 103-112, 1997

27 Kim, W. C., "Value Innovation: A Leap Into the Blue Ocean" 26 (26): 22-28, 2005

28 Kim, S., "VIRE: Sailing a Blue Ocean with Value-innovative Requirements" 80-87, 2008

29 Shah, R., "Use of Structural Equation Modeling in Operations Management Research : Looking Back and Forward" 24 : 148-169, 2006

30 Corbett, C., "Trade- offs? What Trade-Offs? Competence and Competitiveness in Manufacturing Strategy" (Summer) : 107-122, 1993

31 Hambrick, D. C., "Toward an Empirical Prioritization of Contingency Variables for Business Strategy" 28 (28): 763-788, 1985

32 Kim, W. C., "Tipping Point Leadership" 61-69, 2003

33 Skinner, W., "Three Yards and a Cloud of Dust : Industrial Management at Century End" 5 : 15-24, 1996

34 Woo, C. Y., "The Surprising Case for Low Market Share" 59 (59): 106-113, 1982

35 Miller, D., "The Problem of Solutions: Balancing Clients and Capabilities" 3-12, 2002

36 Gunasekaran, A., "The Future of Operations Management" 135 : 687-701, 2012

37 Prahalad, C. K., "The Core Competence of the Corporation" 79-91, 1990

38 Wheelwright, S. C., "The Challenge of Manufacturing Advantage" 5 : 59-77, 1996

39 Porter, M. E., "Strategy and Society: The Link Between Competitive Advantage and Corporate Social Responsibility" 78-93, 2006

40 Tan, A. R., "Strategies for Designing and Developing Services for Manufacturing Firms" 3 : 90-97, 2010

41 Vandermerwe, S., "Servitization of Business : Adding Value by Adding Service" 6 : 315-324, 1988

42 Hayes, R., "Restoring Our Competitive Edge: Competing Through Manufacturing" John Wiley 1984

43 Galbraith, J. R., "Organizing to Deliver Solutions" 31 (31): 194-207, 2002

44 Chesbrough, H., "Open Innovation: Researching a New Paradigm" Oxford University Press 2006

45 Bagozzi, R. P., "On the Evaluation of Structural Equation Models" 16 (16): 74-94, 1988

46 Thaler, R. H., "Nudge: Improving Decision About Health, Wealth and Happiness" Yale University Press 2008

47 Carter, N. M., "New Venture Strategies : Theory Development with an Empirical Base" 15 (15): 21-41, 1994

48 Hair, J. F., "Multivariate Data Analysis with Readings" Macmillan Publishing Company 2006

49 Kotler, P., "Marketing 3.0: From Products to Customers to the Human Spirit" Wiley and Sons 2010

50 Skinner, W., "Manufacturing-Missing Link in Corporate Strategy" 1969

51 Hayes, R., "Manufacturing to Strategy : At the Intersection of Two Paradigm Shifts" 5 : 25-41, 1996

52 Skinner, W., "Manufacturing Strategy on the s Curve" 5 : 3-14, 1996

53 Ward, P. T., "Manufacturing Strategy in Context : Environment, Competitive Strategy and Manufacturing Strategy" 18 : 123-138, 2000

54 Hill, T., "Manufacturing Strategy" Irwin 1994

55 Vandermerwe, S., "How Increasing Value to Customers Improve Business Results" (Fall) : 27-37, 2000

56 Norman, R., "From Value Chain to Value Constellation : Designing Integrative Strategy" 71 : 65-77, 1993

57 Kim, W. C., "Fair Process: Managing in the Knowledge Economy" 103-112, 1997

58 Vargo, S. L., "Evolving to a New Dominant Logic for Marketing" 68 : 1-17, 2004

59 Pil, F. K., "Evolving from Value Chain to Value Grid" 47 (47): 72-80, 2006

60 Coughlan, P., "Defining the Path to Value Innovation" 16 (16): 234-249, 2009

61 Treacy, M., "Customer Intimacy and Other Value Disciplines" 84-93, 1993

62 Porter, M. E., "Competitive Advantage: Creating and Sustaining Superior Performance" Free Press 1985

63 Stalk, G., "Competing on Capabilities: The New Rules of Corporate Strategy" 57-69, 1992

64 Giffi, C., "Competing in World Class Manufacturing: America’s 21st Century Challenge" Business One Irwin 1990

65 Hamel, G., "Competing for the Future" Harvard Business School Press 1994

66 Clark, K. B., "Competing Through Manufacturing and the Manufacturing Paradigm : Is Manufacturing Strategy Passe?" 5 : 42-58, 1996

67 Ward, P. T., "Business Environment, Operations Strategy., & Performance : An Empirical Study of Singapore Manufacturing" 13 (13): 99-115, 1995

68 Kim, W. C., "Blue Ocean Strategy" Harvard Business School Press 2005

69 Hayes, R., "Beyond World- class: The New Manufacturing Strategy" 77-86, 1994

70 Atuahene-Gima, K., "An Empirical Investigation of the Effect of Market Orientation and Entrepreneurship Orientation Alignment on Product Innovation" 12 (12): 54-74, 2001

71 Miller, J. C., "A Taxonomy of Manufacturing Strategy" 40 (40): 285-307, 1994

72 Kim, W. -W., "A Case Study on Value Innovation and Learning in Operations Strategy" 2011