Asia-Pacific Journal of Business Venturing and Entrepreneurship (벤처창업연구)

The Korean Society of Business Venturing (한국벤처창업학회)
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Causality between Entrepreneurial Orientation and Business Performance: Conditional Indirect Effect of New Product Development and Organizational Size

기업가적 지향성과 경영성과 간 관계: 조직규모에 따른 신제품개발의 조건부 간접효과

  • Choo, Seungyoup (College of Liberal Arts and Interdisciplinary Studies, Kyonggi University) ;
  • Woo, Hyungrok (Department of Business Administration, Mokpo National University)
  • 추승엽 (경기대학교 융합교양대학) ;
  • 우형록 (목포대학교 경영학과)
  • Received : 2020.03.05
  • Accepted : 2020.06.23
  • Published : 2020.06.30
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Abstract

This study examines the indirect effects of new product development(NPD) on the relationship between entrepreneurial orientation(EO) and business performance is contingent on organization size. Although previous studies have revealed that EO has a positive effect on business performance and NPD, there have been no research attempts to comprehensively grasp the causal path of EO, NPD, and business performance. Therefore, this study analyzed the causal path focusing not only on final financial business performance affected by EO but also on the mediating role of new product development, which is an intermediate performance. Based on the sample of 3,299 firms from the 2018 Entrepreneurship Survey(Corporate), we analyzed the EO-NPD-business performance relationship and explored whether such an indirect effect of EO on business performance differs depending on the size of the firm. The results showed that EO has a positive impact on business performance and NPD. In addition, NPD positively mediates the relationship between EO and business performance under the condition of large size firm, although NPD does not have a direct effect on business performance. With the findings, the current study has principal implications for practicing managers. The result of this study is not to suggest that NPD triggered by EO is a panacea for improving final business performance. The study suggests a need to equip organizational capabilities to successfully commercialize new products and appeal to the market and customers, beyond simply developing new products seeking newness based on EO.

본 연구는 기업가적 지향성과 경영성과 간 인과관계에 있어서 조직규모에 따른 신제품개발의 조건부 간접효과를 검증하였다. 그동안 기업가적 지향성이 기업의 경영성과 및 신제품개발 성과에 각기 긍정적인 영향을 미친다는 개별적인 연구들이 축적되어 왔음에도 불구하고, 기업가적 지향성-신제품개발-경영성과의 인과적인 경로를 통합적으로 파악하는 연구시도는 이루어지지 못하였다. 이에 본 연구는 기업가적 지향성에 따른 최종 재무적 경영성과뿐만이 아니라 경영성과에 기여하는 중간 성과인 신제품개발의 역할에 주목하여 인과적인 경로를 분석하였다. 구체적으로는 2018 기업가정신 실태조사(기업편) 조사대상인 전체 업종 3,299개 기업을 대상으로 기업가적 지향성, 신제품개발, 경영성과 간 관계를 분석하였으며, 조직규모에 따라 효과가 상이하게 나타나는지를 탐색적으로 분석하였다. 분석 결과, 기업가적 지향성은 경영성과 및 신제품개발에 독립적으로 긍정적인 영향을 미치는 것으로 나타났다. 신제품개발은 경영성과에 직접적인 영향을 미치지 않았으나 기업가적 지향성-신제품개발-경영성과로 이어지는 과정(간접효과)은 조직규모가 큰 조건에서 유의하게 나타났다. 본 연구결과는 기업가적 지향성으로부터 발현된 신제품개발 성과가 최종 경영성과로 연결되기 위해서는 단순히 새로움을 추구하는 신제품의 개발을 넘어 신제품을 성공적으로 사업화하고 시장과 고객에게 소구할 수 있도록 하는 조직역량이 갖추어져야 함을 시사한다.

Keywords

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