• Journal of Venture Innovation
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• v.4 no.3
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• pp.31-47
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• 2021

Variables such as R&D capability and organizational orientation have been dealt with in previous studies on factors that affect the success of new products/services in technology-based companies, but there have been few studies examining the causal relationship of these variables from an integrated perspective. Therefore, this study aims to analyze the effect of the organizational orientation and R&D capability of technology-based SMEs, consisting of customer orientation, innovation orientation, and competitor orientation, on the success of new products/services. In addition, we want to analyze the influence of a company's product/service competitiveness on the success of new products/services. The survey was commissioned by a research company, and 382 valid copies were analyzed by conducting a survey to corporate members in the technical job-related industry. The questionnaire analysis was performed using SPSS 26.0 and Smart PLS 3.0.Customer orientation, innovation orientation, and competitor orientation were found to have a positive effect on product/service competitiveness. It can be said that market changes in product/service competitiveness, technology improvement capability, target market analysis, etc. meet the objectives of most research projects, such as the success of new products/services. In addition, product/service competitiveness was found to have a positive effect on the success of new products/services. It can be seen that R&D capability has a positive effect on the success of new products/services and plays an important role in business expansion of SMEs. From this analysis result, it was found that the organizational orientation and R&D capability of a company have a positive effect on the success of new products/services. Based on the results of this study, implications were presented on the factors that a company must have for the success of new products/services.

• Proceedings of the Korean Statistical Society Conference
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• 2003.10a
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• pp.213-218
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• 2003

본 논문은 혁신수용에 대한 한국인들의 군집화에 관한 연구로서, 분류된 군집의 라이프스타일 등의 특성을 밝힐 것이다. 연구를 위해 2003년 6월 9일부터 27일까지 설문조사를 실시하였으며, Ward의 군집분석 방법을 이하여 분석하였다. Rogers가 혁신 수용에 관한 군집을 통계적 이론을 바탕으로 다섯 가지로 분류한 바 있으나 본 연구에서는 혁신층이 11%, 조기다수층이 24.4%, 후기다수층이 48.9%, 후발수용층이 15.7% 등 네 가지 군집으로 분류될 수 있음을 알 수 있었고, 이 군집들의 라이프스타일을 연구하였다. 또한 Rogers의 연구 결과와 비교해 볼 때, 조기수용층이 혁신층으로 흡수되었다. 이러한 결과는 두터운 혁신층을 바탕으로 신제품이나 새로운 서비스를 처음 받아들이는 계층이 넓다는 것을 의미하고, 우리나라에서는 신제품을 개발 시험할 수 있는 좋은 구조를 가지고 있음을 의미하고, 반면에 조기다수층이 혁신 수용에 신중함으로 보이고 있기 때문에 혁신의 확산에 높은 저항이 있음을 알 수 있다. 세계각국에서 적극적으로 추진하고 있는 초고속 인터넷 서비스 분야 성공은 다른 나라에 비해 서비스를 빠르게 수용하고 이 후 높은 품질의 서비스와 고객만족을 기업들에 요구하고, 기업들의 적절한 대응의 결과로 설명될 수 있다.

• Asia Marketing Journal
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• v.7 no.2
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• pp.71-92
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• 2005

Given the rapid changes in consumer tastes, technology, and competition, companies must develop a steady stream of new products and services. To be a successful product or service and explore the available market, the target market consumers need to be fully acknowledged a new product or service's value or benefit. And at the same time, the presented benefit should satisfy the customer's needs and wants. Therefore, a firm must investigate the target consumers' needs and wants before launching the new product or service. In this paper, we suggest the marketing strategy for newly developed WiBro service in telecommunication industry. We focus on consumer-oriented marketing strategy as well as the technology development process. To explore the customer's value scheme, we employ a self-explicated approach for estimating the customer's part-worth of the different target market in the process of market development stage. And we present the marketing strategy for each market development stages as well.

• The Science & Technology
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• v.32 no.8 s.363
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• pp.82-83
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• 1999

삼경정보통신(주)은 평일 저녁이나 일요일ㆍ공휴일 등 근무하는 사람이 없어도 연중무휴 자동으로 우편물을 발송할 수 있는 '무인 체신서비스 창구시스템'을 개발해 큰 호응을 얻고 있다. 세계 최초로 상용화된 이 무인 체신시스템은 우편물을 자동으로 인식하는 장치, 우편물 자동취급 장치, 요금증지를 발행하고 우편 바코드를 인쇄하는 장치 등이 섬세하게 갖춰진 신제품이다. 전국 주요 도시의 16개 우체국에서 선보인 제품의 가격은 4천3백50만원이다.

• Proceedings of the Korean Institute of Information and Commucation Sciences Conference
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• 2015.10a
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• pp.737-739
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• 2015

The purpose of this study is to investigate the effect of brand image and purchase attitude on IT new and high tech product(and service). These results of the research model provide that the relationship between brand image and purchase attitude on IT new product. This study provide that the brand image is a tool for the firm's competitive power. The firms strengthen the brand image for a successful market entry.

• Journal of Global Scholars of Marketing Science
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• v.16 no.4
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• pp.39-54
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• 2006

Marketing managers hope to maximize the success rate of new products by satisfying various needs of consumers. For this, an analysis called 'conjoint analysis' has been frequently applied in the process of new product development. This study was performed to compare the predictability of diverse conjoint analyses in choice of general hospitals. The comparison was performed among four models of traditional conjoint analysis and choice-based conjoint analysis. Results show that the hybrid conjoint analysis, which combined the traditional conjoint analysis and the choice-based conjoint model showed the highest predictive accuracy. Still two models show similar estimates of utility.

• Proceedings of the Korea Technology Innovation Society Conference
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• 1998.05a
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• pp.24-24
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• 1998

국내 소프트웨어산업은 산업특성상 우리 나라에 적합한 산업이며 국내시장 규모도 급증하고 있으나 선진국에 비해 낙후되어 있는 형편이다. 따라서 최근 각광 받고 있는 소프트웨어 창업기업들을 대상으로 실사 및 설문지 조사를 통해 소프트웨어산업에 있어서의 성공요인들을 알아보고 이를 바탕으로 국내 소프트웨어산업의 국제경쟁력 제고를 위한 방안을 모색하는 것이 무엇보다도 필요한 시점이다. 이러한 본 연구의 목적을 달성하기 위해 조사대상 기업체를 기존 연구들처럼 소프트웨어산업에 종사하고 있는 기업들을 임의적으로 추출하여 자료를 수집하는 대신 성장 가능성이 있다고 판단되어 선정된 유‘망 중소정보통신 소프트웨어 기업’들과 현재까지 선정되지 못한 기업의 두 그룹으로 나누어 자료를 수집하였다. 수집된 자료를 바탕으로 두 그룹간의 창업배경 및 성장과정별로 비교분석을 통해 차이점을 밝히고자 하였으며 창업이후 성공적 운영에 필수적인 우위요인에 관해서도 살펴보았다. 이러한 비교분석결과에 근거하여 국내 소프트웨어산업의 성공요인 및 국제경쟁력 제고를 위한 방향을 제시하고자 하였다. 선정기업과 비선정기업간의 비교를 통한 성공요인 분석결과를 요약하여 살펴보면 다음과 같다. 첫째, 창업자의 일반적 특성과 창업배경 및 창업동기를 볼 때, 창업배경 또한 연구개발직 경험을 바탕으로 창업한 경우가 가장 많았으며, 주된 창업동기는 기술력에 바탕을 둔 사업화/동업화였다. 둘째, 창업자의 경영의지를 보면 창업 이전 준비 및 계획에 철저했으며, 각종 지원제도를 적극적으로 활용했을 뿐만 아니라 비혜택 제도도 적극적 활용(예; 공고생 현장실습제도 활용정도, 기술지도 및 연수사업 활용정도 등)하였으며, 특히 창업자가 미래에 대한 확신과 긍정적 사고, 및 성공에 대한 의지가 높았다. 셋째, 기술력을 보면 자체연구소 보유비율이 월등히 높으면, 보유기술도 국내에서 가장 먼저 개발하는 단계였거나 독자적인 기술보유가 많았고, 기술력 유지를 위한 신기술 연구개발투자의 강화, 신제품개발 및 품질향상을 지속화, 및 이를 뒷받침하기 위한 전문기술인력의 확보에 주력하였다. 끝으로 마케팅 능력면에서도 개발된 신제품에 대해 자체상표를 부착하는 비율(84.6% 대 64.5%)이 높고 다양한 판매경로를 통해 제품을 판매하였으며, 기업 및 제품이미지 제고를 위한 고객에 대한 서비스도 강화하고 있었다.

• Journal of Information Technology Services
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• v.15 no.4
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• pp.175-191
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• 2016

This paper investigates changing processes of new product development (NPD) systems. In order to continuously develop first-class products, world wide super-class products and hit products, R&D (Research & Development) must be competitive. Firms must achieve competitiveness in terms of quality and cost by launching new products. Most films focus on improving effectiveness and efficiency of NPD process. However, sometimes, they face to the critical challenge of transforming NPD processes entirely reflecting dramatic change of their core products. Transforming of NPD process is difficult in that it involves technological and organizational changes in marketing, R&D, Engineering and manufacturing systems. The purpose of this paper is to shed light on processes and factors affecting successful transformation of new product development systems. We present a case study on the changing processes of S company's NPD process. S company has changed new product development systems successfully from a major IT equipment supplier to an automotive supplier. Empirical results show successful changes of 10 core NPD processes from understanding the market and customers process to after sales process. In case of transformation of NPD, adaption of attribute of business is crucial for success factors in the process innovation. This paper shows the bridging the gap between IT and automotive industrial dynamics and growth through adaption of two processes in the NPD.

• Journal of Technology Innovation
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• v.20 no.2
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• pp.109-134
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• 2012

In this era of globalization and fierce competition, R&D is an essential part of corporate development strategy. Accordingly, much effort has been devoted to identify and verify best practices for successful R&D and to improve R&D processes. Nevertheless, there is still lack of a comprehensive framework for assessing the quality of R&D process, which can be used as a step-by-step guide for process improvement. Therefore, this study purposes to develop a framework for assessing R&D process based on the concept of CMMI, which is a process improvement approach that defines the essential elements of effective processes. In particular, we suggest three types of R&D process-new product development, new service creation and new technology creation-and then develop a customized framework for them. For this purpose, we firstly investigated the characteristics of R&D activities for each type of process and identify its base practices from an extensive literature review. Then, the CMMI approach was adopted and modified to suit the R&D process. Finally, an illustrative example was provided to demonstrate the assessment process and a prototype web-based assessment system was suggested. Research findings will help understand the characteristics of different types of R&D process and provide a customized guidelines for R&D process assessment and improvement.

• Journal of Digital Convergence
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• v.12 no.6
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• pp.607-614
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• 2014

The need for integration of knowledge and technology among SMEs has been acknowledged, and lacks ways of convergence in practical education. Therefore contents of convergence in practical education of high quality are needed. In this study, a case-oriented curriculum and contents were developed to enhance employee's skills of SMEs. The curriculum consists of 3 steps. The first step is analysis of trends and current status of convergence of SMEs in the domestic and foreign areas. Thus drawing up measures of standards to analyze a successful case. The second step is collection of materials, and development of models through successful cases of convergence. The third step is the analysis of a curriculum to enhance employees' of SMEs and the development of an education program. This study may lead to strengthening competition of SMEs through knowledge and technology convergence based on developed curriculum.