최근 경쟁이 심화되고 제품 수명주기가 짧아지고 있는 글로벌 시장에서 신속한 제품 출시에 관한 관심이 높아지고 있다. 기업은 신속한 제품 출시를 통해 경쟁사보다 먼저 시장 내에 진입하...
http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
https://www.riss.kr/link?id=A108655886
2023
Korean
KCI등재
학술저널
1-11(11쪽)
0
상세조회0
다운로드국문 초록 (Abstract)
최근 경쟁이 심화되고 제품 수명주기가 짧아지고 있는 글로벌 시장에서 신속한 제품 출시에 관한 관심이 높아지고 있다. 기업은 신속한 제품 출시를 통해 경쟁사보다 먼저 시장 내에 진입하...
최근 경쟁이 심화되고 제품 수명주기가 짧아지고 있는 글로벌 시장에서 신속한 제품 출시에 관한 관심이 높아지고 있다. 기업은 신속한 제품 출시를 통해 경쟁사보다 먼저 시장 내에 진입하여 기업의 시장 내 위치를 공고히 하고, 선점 우위를 통해 지속적인 성과를 창출할 수 있다는 점에서 제품 출시 속도를 높이는 일은 기업에 있어 매우 중요한 목표가 되고 있다. 기존 연구들이 제품 출시 속도를 결정하는 요인들을 파악하기 위해 다양한 시도를 해 왔지만, 대다수 연구가 단일 국가 또 국내시장을 중심으로 제품을 개발하고 출시하는 국내지향적인 관점에서 이루어졌다. 따라서 오늘날 세계 시장에 초점을 맞춰 제품을 개발하고 출시하는 기업의 제품 출시 속도에 관한 연구가 필요한 실정이다. 이에, 본 연구에서는 신제품 출시 속도를 글로벌 관점에서 살펴보고, 기업 특성이 신제품 출시 속도에 미치는 영향을 실증적으로 분석하고자 한다. 한국 수출제조업체를 대상으로 설문 조사를 실시하였으며, 분석 결과 기업 규모와 R&D 투자가 신제품 출시 속도에 긍정적인 영향을 미치는 것으로 나타났다. 이에, 본 연구는 국제적 관점에서 신제품 출시 속도에 영향을 미칠 수 있는 기업 특성을 검증함으로써 기업이 해외 시장에서 경쟁력을 높이기 위해 어떻게 효과적으로 제품을 출시하고 전략적 차원에서 대응할 것인가에 대한 시사점을 제공할 수 있을 것으로 기대된다.
다국어 초록 (Multilingual Abstract)
This study aims to explore the topic of new product launch speed in international markets, which has been relatively understudied. The study takes an international perspective, with a focus on the role that organizational characteristics play in deter...
This study aims to explore the topic of new product launch speed in international markets, which has been relatively understudied. The study takes an international perspective, with a focus on the role that organizational characteristics play in determining launch speed. While previous research has recognized the importance of launch speed, it has primarily assumes a domestic- or a single country-oriented new product development and introduction. This perspective has led to our limited understanding of launch speed and various factors contributing to it, thus highlighting the need for future research on this topic. To explore launch speed and its factors in international markets, this study collected survey data from Korean manufacturers and used regression analysis to examine the relationship between firm characteristics and launch speed. Empirical results suggest that firm characteristics, such as firm firm size and R&D intensity plays an important role in speeding up product launch in international markets. Specifically, the findings shows that larger firms tend to have a high level of launch speed while firms with a high level of R&D intensity are also likely to show a high level of launch speed. Overall, this study contributes to the international marketing and new product literature by exploring the concept of launch speed from an international perspective and identifying firm characteristics that play a role in determining launch speed.
참고문헌 (Reference)
1 Kalish, S., "Waterfall and Sprinkler New-Product Strategies in Competitive Global Markets" 12 (12): 105-119, 1995
2 Griffith, D. A., "Understanding the Importance of the Length of Global Product Rollout : An Examination in the Motion Picture Industry" 25 (25): 50-69, 2017
3 Stremersch, S., "Understanding and Managing International Growth of New Products" 21 (21): 421-438, 2004
4 Harvey, M. G., "The Role of Globalization, Time Acceleration, and Virtual Global Teams in Fostering Successful Global Product Launches" 24 (24): 486-501, 2007
5 Tellis, G. J., "The International Takeoff of New Products : The Role of Economics, Culture, and Country Innovativeness" 22 (22): 188-208, 2003
6 Samiee, S., "The Influence of Global Marketing Standardization on Performance" 56 (56): 1-17, 1992
7 Chen, J., "The Impacts of Speed-to-Market on New Product Success : The Moderating Effects of Uncertainty" 52 (52): 199-212, 2005
8 Lee, R. P., "The Immediate Impact of New Product Introductions on Stock Price : The Role of Firm Resources and Size" 26 (26): 97-107, 2009
9 Zou, S., "The GMS : A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance" 66 (66): 40-56, 2002
10 Moreno-Moya, M., "The Differential Effect of Development Speed and Launching Speed on New Product Performance : An Analysis in SMEs" 54 (54): 750-770, 2016
1 Kalish, S., "Waterfall and Sprinkler New-Product Strategies in Competitive Global Markets" 12 (12): 105-119, 1995
2 Griffith, D. A., "Understanding the Importance of the Length of Global Product Rollout : An Examination in the Motion Picture Industry" 25 (25): 50-69, 2017
3 Stremersch, S., "Understanding and Managing International Growth of New Products" 21 (21): 421-438, 2004
4 Harvey, M. G., "The Role of Globalization, Time Acceleration, and Virtual Global Teams in Fostering Successful Global Product Launches" 24 (24): 486-501, 2007
5 Tellis, G. J., "The International Takeoff of New Products : The Role of Economics, Culture, and Country Innovativeness" 22 (22): 188-208, 2003
6 Samiee, S., "The Influence of Global Marketing Standardization on Performance" 56 (56): 1-17, 1992
7 Chen, J., "The Impacts of Speed-to-Market on New Product Success : The Moderating Effects of Uncertainty" 52 (52): 199-212, 2005
8 Lee, R. P., "The Immediate Impact of New Product Introductions on Stock Price : The Role of Firm Resources and Size" 26 (26): 97-107, 2009
9 Zou, S., "The GMS : A Broad Conceptualization of Global Marketing Strategy and Its Effect on Firm Performance" 66 (66): 40-56, 2002
10 Moreno-Moya, M., "The Differential Effect of Development Speed and Launching Speed on New Product Performance : An Analysis in SMEs" 54 (54): 750-770, 2016
11 Jain, S. C., "Standardization of International Marketing Strategy : Some Research Hypotheses" 53 (53): 70-79, 1989
12 Kessler, E. H., "Speeding up the Pace of New Product Development" 16 (16): 231-247, 1999
13 Ferreras-Méndez, J. L., "Speeding up New Product Development through Entrepreneurial Orientation in Smes : The Moderating Role of Ambidexterity" 102 : 240-251, 2022
14 Stanko, M. A., "Speed to Market for Innovative Products : Blessing or Curse?" 29 (29): 751-765, 2012
15 Lynn, G. S., "Practices that Support Team Learning and Their Impact on Speed to Market and New Product Success" 16 (16): 439-454, 1999
16 Li, T., "Organizational Motivation and the Global Concurrent Launch in Markets with Accelerated Technology : A Conceptual Framework and Research Propositions" 12 (12): 563-579, 2003
17 Chen, J., "New Product Development Speed : Too Much of a Good Thing" 29 (29): 288-301, 2012
18 Kotabe, M., "Multinationality and Firm Performance : The Moderating Role of R&D and Marketing Capabilities" 33 (33): 79-97, 2002
19 Van Everdingen, Y., "Modeling Global Spillover of New Product Takeoff" 46 (46): 637-652, 2009
20 Cavusgil, S. T., "Marketing Strategy-Performance Relationship : An Investigation of the Empirical Link in Export Market Ventures" 58 (58): 1-21, 1994
21 O’Donnell, S., "Marketing Standardization within Global Industries : An Empirical Study of Performance Implications" 17 (17): 19-33, 2000
22 Brown, "Marketing Renaissance : Opportunities and Imperatives for Improving Marketing thought, Practice, and Infrastructure" 69 (69): 1-25, 2005
23 Ganesh, J., "Learning Effect in Multinational Diffusion of Consumer Durables : An Exploratory Investigation" 25 (25): 214-228, 1997
24 Cho, H. E., "Launching New Products in International Markets : Waterfall Versus Sprinkler Strategy of Korean Smes" 40 (40): 224-245, 2023
25 Lynn, G. S., "Key Factors in Increasing Speed to Market and Improving New Product Success Rate" 28 (28): 319-326, 1999
26 Brouthers, L. E., "Key Factors for Successful Export Performance for Small Firms" 17 (17): 21-38, 2009
27 Mohr, A., "Intangible Assets, International Experience and the Internationalization Speed of Retailers" 31 (31): 601-620, 2014
28 Giannetti, V., "Innovation for and from Emerging Countries : A Closer Look at the Antecedents of Trickle-down and Reverse Innovation" 48 : 987-1008, 2020
29 Liesch, P. W., "Information Internalization and Hurdle Rates in Small and Medium Enterprise Internationalization" 30 : 383-394, 1999
30 Samiee, S., "Influence of Firm Size on Export Planning and Performance" 20 (20): 235-248, 1990
31 Cooper, R. G., "How New Product Strategies Impact on Performance" 1 (1): 5-18, 1984
32 Chandrasekaran, D., "Global Takeoff of New Products : Culture, Wealth, or Vanishing Differences?" 27 (27): 844-860, 2008
33 Zou, S., "Global Strategy : A Review and an Integrated Conceptual Framework" 30 (30): 52-69, 1996
34 Townsend, J. D., "Getting to Global : An Evolutionary Perspective of Brand Expansion in International Markets" 40 : 539-558, 2009
35 Calantone, R. J., "From the Special Issue Editors : Challenges and Opportunities in the Field of Global Product Launch" 24 (24): 414-418, 2007
36 Lieberman, M. B., "First-Mover Advantages" 9 (9): 41-58, 1988
37 Yeniyurt, S., "Factors Influencing Brand Launch in a Global Marketplace" 24 (24): 471-485, 2007
38 Hultman, M., "Export Promotion Strategy and Performance : The Role of International Experience" 19 (19): 17-39, 2011
39 Sousa, C. M., "Export Activity, R&D Investment, and Foreign Ownership : Does It Matter for Productivity?" 38 (38): 613-639, 2021
40 Fornell, C., "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error" 18 (18): 39-50, 1981
41 Tabrizi, B., "Digital Transformation Is Not About Technology" 13 : 1-6, 2019
42 Montoya-Weiss, M., "Determinants of New Product Performance : A Review and Meta-analysis" 11 (11): 397-417, 1994
43 Calantone, R. J., "Defensive Industrial Marketing Strategies" 19 (19): 267-278, 1990
44 Alden, D. L., "Brand Positioning through Advertising in Asia, North America, and Europe : The Role of Global Consumer Culture" 63 (63): 75-87, 1999
45 Wang, C. L., "Ambidextrous Organizational Culture, Contextual Ambidexterity and New Product Innovation : A Comparative Study of UK and Chinese High-Tech Firms" 25 (25): 58-76, 2014
46 Jeong, I., "A Cross-National Study of the Relationship between International Diversification and New Product Performance" 20 (20): 353-376, 2003
동남아시아 신흥시장 기업의 CEO 젠더와 치안 관리 간의 관계
ESG 활동이 기업성과에 미치는 영향: 균형적 ESG 경영전략의 조절 효과를 중심으로
다국적기업 현지 자회사의 ESG 귀인이 ESG 실행에 미치는 영향: 자회사 자율성의 조절효과
해외시장 진출기업의 자원 특성, 네트워크 협력유형과 글로벌 성과의 관계