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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 49, No. 2, pp.449-476
ISSN: 1226-1874 (Print)
Print publication date 30 Apr 2020
Received 25 Nov 2019 Revised 28 Jan 2020 Accepted 24 Feb 2020
DOI: https://doi.org/10.17287/kmr.2020.49.2.449

신제품 성공전략을 위한 소비자 여정: 혁신의 유형과 혁신성에 관한 연구

김미리* ; 김길선**
*(주저자) 서강대학교 경영학부 mirikim@sogang.ac.kr
**(교신저자) 서강대학교 경영학부 kilsunkim@sogang.ac.kr
Exploring the Consumer Journey for New Product Success: Innovation Typology and Innovativeness
Miri Kim* ; Kilsun Kim**
*College of Business, Sogang University, First Author
**College of Business, Sogang University, Corresponding Author

초록

본 연구는 기업의 기술 관점에서 혁신 유형을 구분한 Henderson & Clark 프레임워크를 소비자 관점에서 신뢰성 검증을 통해 혁신유형의 의미를 분석하고, 혁신 유형에 따른 혁신성의 차이가 있는지 살펴보고자 한다. 첫 번째 조사는 1902년에 창간되어 기술과 제품에 관해 전 세계적으로 광범위한 독자층을 확보한 Popular Mechanics 잡지에서 2011년 6월 15일에 세상을 바꾼 101가지 혁신제품으로 선정․발표한 제품들을 이용하여 Henderson & Clark 프레임워크에서 제시하고 있는 점진적 혁신, 모듈러 혁신, 구조적 혁신, 급진적 혁신의 4가지 혁신유형으로의 구분이 통계적 일관성을 갖는지 검증하는 내용분석방법을 활용하였다. 일반 소비자인 대학생 34명의 판단자들로부터 Ir과 PRL 분석을 통하여 신뢰성을 확보하였으며, 각 혁신 유형으로 분류된 제품들의 특징을 살펴봄으로써 소비자 관점의 혁신 개념 체계를 제시하였다. 두 번째 조사는 소비자가 인식한 혁신성을 새로움과 유용성이라는 두 가지 차원에서 측정하고 혁신 유형에 따른 측정된 혁신성의 차이가 통계적으로 유의미한지를 일원배치 분산분석을 통한 검증하였다. 분석 결과, 소비자들은 급진적 혁신, 모듈러 혁신, 구조적 혁신, 점진적 혁신의 순으로 혁신성을 강하게 인식하고 있음을 발견하였다. 따라서, 본 연구에서 사용된 Henderson & Clark의 혁신유형 프레임워크가 소비자의 관점에서도 신뢰할만한 유의미한 분류체계임을 확인함과 동시에 소비자의 관점에서 각 유형별 특징과 차이점을 이해하는 방법론을 제시하고 설명함으로써 혁신의 학문적 이해와 더불어 실무적 이해를 증진하는 데 도움을 주고 있다.

Abstract

The purpose of this study is to examine the reliability of the Henderson & Clark framework, which distinguishes innovation types from a firm's technology perspective, and to understand there is a difference in innovativeness according to the innovation types from a consumer perspective. The first investigation was used a selection of 101 innovative products that changed the world, which was published on June 15, 2011, by Popular Mechanics magazine, which was launched in 1902 and has a broad readership worldwide on technology and products. After that, We used a content analysis method to empirically classify the four types of innovations, incremental, modular, structural, and radical, presented by the Henderson & Clark framework. It was conducted from 34 judges who were general consumers, and the reliability of the analysis was satisfied with Ir and PRL criteria. By examining the characteristics of products categorized by each innovation type, we present a concept scheme of innovation from the consumer perspective. The second investigation was measured innovativeness, which was recognized by the consumer in two dimensions: newness and usefulness, and analyzed one-way ANOVA to determine whether the difference in innovativeness according to the types of innovation was statistically significant. It results that consumers strongly recognized innovativeness in the order of radical innovation, modular innovation, structural innovation, and incremental innovation. Therefore, this study showed that Henderson & Clark's innovation type framework is a meaningful classification system from the consumer's point of view and also helps to promote both academic and practical understanding of innovation by suggesting and explaining a methodology for understanding the characteristics and differences of each type of innovation from the perspective of the consumer.

Keywords:

Innovation types, Innovativeness, Newness, Usefulness, Consumer perspective

키워드:

혁신의 유형, 혁신성, 새로움, 유용성, 소비자 관점

Acknowledgments

이 논문은 2017년 대한민국 교육부와 한국연구재단의 지원을 받아 수행된 연구임 (NRF-2017S1A5A2A01026594)

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• 저자 김미리는 서강대학교 경영전문대학원 글로벌서비스경영학과에서 경영학 석사, 박사학위를 취득하였다. 현재 서강대학교 경영학부 강사로 재직 중이며 주요 강의 및 연구 분야는 기술경영, 제품 및 서비스 혁신, 혁신 전략, IT 서비스 등이다.

• 저자 김길선은 서강대학교에서 경영학 학사, 미국 어바나 샴페인 소재 일리노이 대학교에서 MBA와 경영학 박사학위를 취득하였다. 주요 강의 및 연구분야는 기술경영, 프로세스관리, 그리고 제품과 프로세스의 디자인이다. 미국 미들테네시 주립대학교 경영학과에서 조교수를 역임하고 현재 서강대학교 경영학부 교수로 재직하고 있다.