The Journal of the Korea Contents Association (한국콘텐츠학회논문지)

The Korea Contents Association (한국콘텐츠학회)
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Understanding Business Model and R&D Project Selection

비즈니스 모델 지식이 연구개발 선택에 미치는 영향 연구

  • Received : 2013.04.03
  • Accepted : 2013.05.30
  • Published : 2013.06.28
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Abstract

Selection of profitable research and development (R&D) projects is one of the major factors affecting sustained growth of firms and countries. This paper analyze what influences the knowledge on the business model exerted on selection of a R&D project. A business model converts the technology value to the customer value, and comprehensively describes the target customers for commercializing a new technology, core values, behaviors within organizations, resources, and external partners. Thus, understanding a business model would make R&D project evaluators place the feasibility and profitability of the business above the merits of the proposed technology in evaluating the technology development. To verify this hypothesis, we had 78 R&D project evaluators acquire the knowledge on the business model and measured how their criteria for R&D project selection have changed using the AHP method. The results shows that feasibility and profitability are more important than the merit of proposed technology, especially capability of company and business development are more important than the levels of technology innovation.

수익성 높은 연구개발 프로젝트의 선택은 기업과 국가의 지속적인 성장 발전에 중요한 요인 중에 하나이다. 본 연구는 비즈니스 모델 지식이 연구개발 프로젝트의 선택에 어떤 영향을 미치는가를 분석하였다. 비즈니스 모델은 기술 가치를 고객 가치로 전환해주고 기술의 사업화를 위한 목표고객, 핵심가치, 조직내 행동, 자원, 외부 파트너를 종합적으로 표현해준다. 따라서 비즈니스 모델 지식의 습득은 기술개발 평가에 있어 평가자 들이 연구개발 프로젝트의 기술성 보다는 사업성과 실현 능력을 더 중요하게 생각하게 한다. 우리는 본 가설의 검증을 위해서 78명의 연구개발 평가 전문가들에게 비즈니스 모델 지식을 습득하게 한 후, 연구개발 프로젝트의 선정 기준이 어떻게 달라졌는지 AHP 방법을 활용하여 측정하였다. 그 결과 비즈니스 모델 지식이 사업성과 실현가능성의 비중이 높아졌으며 세부 기준에 있어서도 기술혁신성과 차별성보다는 회사역량과 사업화 역량이 중요한 기준으로 선정되었다.

Keywords

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