The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
권호 표지
DOI QR코드

DOI QR Code

Effects of Market Orientation on New Product Performance of Food/Pharmaceutical Firms : Mediators of Product Quality, Employee Satisfaction, and Innovation Speed

식품·제약업체의 시장지향성이 신제품성과에 미치는 영향 : 제품품질, 직원만족 및 혁신속도의 매개역할

  • Received : 2011.10.18
  • Accepted : 2011.11.10
  • Published : 2011.12.28
Download PDF
⟨ Previous Next ⟩

Abstract

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.

본 연구의 목적은 제조기업에서 시장지향성과 신제품성과간의 관계에서 어떤 변수들이 매개적 영향관계를 미치는지 규명해 보는 것이다. 이러한 연구목적을 달성하기 위해 선행문헌에 관한 종합적인 고찰 결과를 토대로 국내제조기업의 시장지향성과 신제품성과를 매개하는 제품품질, 직원만족, 혁신속도 등의 세 가지 요인을 도출하였고, 이들 간의 순환적인 관계에 대한 구조분석을 위해 연구모형과 가설을 수립하였다. 국내 100개 식품 및 제약기업(사업부)으로부터 수집된 자료 159부를 바탕으로 Amos12.0K에 의해 구조모델을 분석하였다. 분석결과는 다음과 같이 요약된다. 첫째, 시장지향성 강화를 통하여 제품품질, 직원만족, 혁신속도가 높아지는 것으로 나타났다. 둘째, 직원만족, 혁신속도가 높아질수록 신제품성과가 높아지는 것으로 나타났다. 셋째, 직원만족이 높으면 제품품질과 혁신속도가 높아지는 것으로 나타났다. 이러한 연구결과를 통해 향후 제조기업들은 시장지향성을 더욱 강조하고 이와 관련된 제품품질, 직원만족, 혁신속도의 매개변수들의 작용을 이해함으로써 더 높은 신제품성과를 얻을 수 있을 것으로 기대된다.

Keywords

References

  1. 김선준, "내부서비스품질이 고객만족과 기업성과에 미치는 영향에 관한 연구," 경영정보연구, 제15 권, 제2호, pp.147-164, 2004.
  2. 박만석, 이덕재, "호텔의 시장지향성과 사업성과간 통합적 매개변수의 역할," 한국마케팅저널, 제4권, 제2호, pp.55-78, 2002.
  3. 송성인, "호텔 레스토랑의 시장지향성과 서비스 품 질, 고객만족, 고객 충성도간의 관계" 한국콘 텐츠 학회논문지, 제7권, 제9호, pp.183-193, 2007. https://doi.org/10.5392/JKCA.2007.7.9.183
  4. 예종석, 윤운락, "시장지향성이 사업성과에 미치는 영향, 마케팅연구," 제11권, 제2호, pp.1-21, 1996.
  5. 유동근, 강성단, 이용기, "서비스 기업의 시장지향성과 성과: 벤치마킹, 서비스 품질 및 고객만족의 인과적 역할," 마케팅연구, 제13권, 제1호, pp.1-25, 1998.
  6. 이용기, 유동근, 이학식, "시장지향성: 선행요인, 매개요인, 그리고 성과간의 구조적 관계," 마케팅연구, 제11권, 제2호, pp.161-181, 1996.
  7. 이학식, 김영, 이용기, "시장지향성과 성과: 사원 만족, 고객만족 및 기업이미지의 매개적 역할," 경영학연구, 제27권, 제1호, pp.157-184, 1998.
  8. 오재신, 정기한, 김대엽, "시장지향성의 선 후행변수 에 관한 연구," 산업경제연구, 제18권, 제1호, pp.361-385, 2005.
  9. 양영익, 김창수, "한국제조기업의 시장지향성이 제품혁신, 마케팅능력, 그리고 성과에 미치는 영향," 경영연구, 제22권, 제2호, pp.228-254, 2007.
  10. A. K. Kohli, and B. Jaworski, "Market orientation: The Construct, Research Propositions and Managerial Implications," Journal of Marketing, Vol.54, No.2, pp.1-18, 1990. https://doi.org/10.2307/1251866
  11. A. P. Rodrigues, J. C. Pinho, "Market Orientation, Job Satisfaction, Commitment and Organizational Performance: The Specific Case of Local Public Sector," Transforming Government: People, Process and Policy, Vol.4, No.2, pp.172-192, 2010. https://doi.org/10.1108/17506161011047398
  12. B. A. Lukas, and O. C. Ferrell, "The Effect of Market Orientation on Product Innovation," Journal of Academy of Marketing Science, Vol.28, No.2, pp.239-247, 2000. https://doi.org/10.1177/0092070300282005
  13. B. J. Jaworski, and A. K. Kohli, "Market Orientation: Antecedents and Consequences," Journal of Marketing, Vol.57, No.3, pp.53-70, 1993. https://doi.org/10.2307/1251854
  14. D. H. Henard, and D. M. Szymanski, "Why Some New Products are More Successful Than Others," Journal of Marketing Research, Vol.38, No.3, pp.362-375, 2001. https://doi.org/10.1509/jmkr.38.3.362.18861
  15. D. Schneider, and D. E. Bowen, "The Service Organization: Human Resources Management is Crucial," Organizational Dynamics, Spring, Vol.21, No.4, pp.39-52, 1993. https://doi.org/10.1016/0090-2616(93)90032-V
  16. D. W. Vorhies, and M. Harker, "The Capabilities and Performance Advantages of Market Driven Firms: An Empirical Investigation," Australian Journal of Marketing, Vol.25, No.2, pp.145-171, 2000.
  17. E. Kessler, and P. E III. Bierly, "Is Faster Really Better? An Empirical Test of The Implications of Innovation Speed," IEEE Transactions on Engineering Management, Vol.49, No.1, pp.2-12, 2002. https://doi.org/10.1109/17.985742
  18. G. E. Greenley, "Market Orientation and Company Performance: Empirical Evidence from UK Companies," British Journal of Management, Vol.6, No.2, pp.1-13, 1995. https://doi.org/10.1111/j.1467-8551.1995.tb00082.x
  19. J. A. Siguaw, G. Brown, and R. E. Ⅱ. Widing, "The Influence of the Market Orientation of the Firm on Sales Force Behavior and Attitudes," Journal of Marketing Research, Vol.31, No.1, pp.106-116, 1994. https://doi.org/10.2307/3151950
  20. J. C. Narver, and S. F. Slater, "The Effect of Market Orientation on Business Profitability," Journal of Marketing, Vol.54, No.4, pp.20-35, 1990. https://doi.org/10.2307/1251757
  21. J. Rodriguez-Pinto, P. Carbonell, and A. I. Rodriguez-Escudero, "Speed or Quality? How the Order of Market Entry Influences the Relationship Between Market Orientation and New Product Performance," International Journal of Research in Marketing, Vol.28, No.2, pp.145-154, 2011. https://doi.org/10.1016/j.ijresmar.2011.02.001
  22. J. Singh and G. K. Rhoads, "Boundary Role Ambiguity in Marketing Orientid Position : A Multidimensional, Multifaceted Operationalization," Journal of Marketing Research, Vol.28, No.3, pp.328-338, 1991. https://doi.org/10.2307/3172868
  23. K. Atuahene-Gima, S. Slater, and E. M. Olson, "The Contingent Value of Responsive and Proactive Market Orientations for New Product Program Performance," Journal of Product Innovation Management, Vol.22, No.6, pp.464-482, 2005. https://doi.org/10.1111/j.1540-5885.2005.00144.x
  24. N. A. Morgan, D. W. Vorhies, and C. H. Mason, "Market Orientation, Market Capabilities and Firm Performance," Strategic Management Journal, Vol.30, No.8, pp.909-920, 2009. https://doi.org/10.1002/smj.764
  25. P. Carbonell, and A. I. Rodriguez-Escudero, "The Effect of Market Orientation on Innovation Speed and New Product Performance," Journal of Business and Industrial Marketing, Vol.25, No.7, pp.501-513, 2010. https://doi.org/10.1108/08858621011077736
  26. R. Deshpande and J. U. Farley, "Organizational Culture, Market Orientation, Innovativeness, and Firm Performance: An International Research Odyssey," International Journal of Research in Marketing, Vol.21, No.1, pp.3-22, 2004. https://doi.org/10.1016/j.ijresmar.2003.04.002
  27. R. F. Hurley and T. M. Hult, "Innovation, Market Orientation, and Organizational Learning: An Integration and Empirical Examination," Journal of Marketing, Vol.62, No.3, pp.42-54, 1998. https://doi.org/10.2307/1251742
  28. R. Hallowell, L. A. Schlesinger, and J. Zornitsky, "Internal Service Quality, Customer and Job Satisfaction: Linkages and Implicating for Management," Human Resource Planning, Vol.19, No.2, pp.20-31, 1996.
  29. R. G. Cooper, "The New Products System:The Industry Experience," Journal of Product Innovation Management, Vol.9, No.2, pp.113-127, 1992. https://doi.org/10.1016/0737-6782(92)90003-U
  30. R. Sethi, "New Product Quality and New Product Teams," Journal of Marketing, Vol.64, No.2, pp.1-14, 2000. https://doi.org/10.1509/jmkg.64.2.1.17999
  31. S. F. Slater, and J. C. Narver, "Market Orientation and Learning Organization," Journal of Marketing, Vol.59, No.3, pp.63-74, 1995. https://doi.org/10.2307/1252120
  32. S. Im and J. P. Workman, "Market Orientation, Creativity and New Product Performance in High-Technology Firms," Journal of Marketing, Vol.68, No.2, pp.114-132, 2004. https://doi.org/10.1509/jmkg.68.2.114.27788
  33. T. J. Dean, R. L. Brown, and C. E. Bamford, "Differences in Large and Small Firm Responses to Environmental Context: Strategic Implications from a Comparative Analysis of Business Formations," Strategic Management Journal, Vol.19, No.8, pp.709-728, 1998. https://doi.org/10.1002/(SICI)1097-0266(199808)19:8<709::AID-SMJ966>3.0.CO;2-9
  34. W. E. Baker, and J. M. Sinkula, "Learning Orientation, Market Orientation and Innovation: Integrating and Extending Models of Organizational Performance," Journal of Market Focused Management, Vol.4, No.4, pp.295-308, 1999. https://doi.org/10.1023/A:1009830402395
  35. X. M. Song, and M. E. Parry, "The Determinants of Japanese New Product Successes," Journal of Marketing Research, Vol.34, No.1, pp.64-76, 1997. https://doi.org/10.2307/3152065

Cited by

  1. The Effects of Strategic Orientations on Company Performance and the Moderating Role of Entrepreneurship in Small-Medium Sized and Ventures Manufacturing Firms vol.14, pp.7, 2014, https://doi.org/10.5392/JKCA.2014.14.07.468