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Korean Academic Society of Business Administration
[ Article ]
korean management review - Vol. 46, No. 3, pp.755-779
ISSN: 1226-1874 (Print)
Print publication date 30 Jun 2017
Received 08 Feb 2017 Revised 19 Apr 2017 Accepted 20 Apr 2017
DOI: https://doi.org/10.17287/kmr.2017.46.3.755

제조기업의 전략과 조직구조가 서비스화에 미치는 영향

이남경* ; 신호정** ; 임호순***
*(주저자) 고려대학교 경영대학 hi-bonobono@korea.ac.kr
**(교신저자) 고려대학교 경영대학 hojung_shin@korea.ac.kr
***(공저자) 고려대학교 경영대학 hrhim@korea.ac.kr
The Influence of Competitive Strategies and Organizational Structure of Manufacturing Firms on Servitization
Namkyung Lee* ; Hojung Shin** ; Hosun Rhim***
*Korea University Business School, Lead Author
**Korea University Business School, Corresponding Author
***Korea University Business School, Coauthor

초록

제품 차별화와 수익증대를 위한 제조기업들의 서비스화 현상이 확산되면서, 기존의 연구들은 서비스화의 효율적인 수행을 위해 기업전략을 수정하고 조직구조를 개선할 것을 제안한다. 하지만 기존 연구들은 기업의 전략과 조직구조를 단기간에 변경하기가 어렵다는 사실을 간과하고 있다. 이에 본 연구는 제조업체들의 전략과 조직구조가 서비스화에 어떠한 영향을 미치는지를 위계적 회귀분석을 통하여 고찰하였다. 회귀분석모형에서는 확인적 요인분석을 통해 생성된 두 가지의 본원전략 변수(원가절감전략, 차별화전략)와 조직구조를 결정하는 네 가지 요인변수(전문성, 공식화, 자율성, 혁신성)를 독립변수로, 서비스 매출액 비중을 종속변수로 채택하였다. 분석 결과 원가절감전략은 서비스화에 부정적인 영향을, 차별화전략은 긍정적인 영향을 미치는 것으로 나타났다. 조직구조 변수들이 서비스화에 미치는 주요 효과는 유의하지 않았으나, 전략이 서비스화에 미치는 영향을 조절하는 것으로 나타났다. 구체적으로, 전문성은 원가절감전략(차별화전략)이 서비스화에 미치는 부정적(긍정적)인 영향을 강화시켰으며, 공식화는 원가절감전략(차별화전략)이 서비스화에 미치는 부정적(긍정적)인 영향을 감소시켰다.

Abstract

Servitization has recently become a popular phenomenon in the manufacturing industry. Although extant servitization studies suggest that a firm’s competitive strategy and organizational structure fit into its service practice, they overlook the fact that the pre-existing strategy or organizational structure cannot be modified without difficulty and may not be supportive of servitization. In the present study, we conduct confirmative factor analyses and identify two factors of generic strategy (cost leadership and differentiation) and four factors of organization structure (specialization, formalization, autonomy, and innovativeness). A set of hierarchical regression models are proposed to test the main effects and moderating effects of pre-existing strategies and organizational structure on servitization. The analytical results show that manufacturing firms’ cost-leadership strategy has a negative effect on servitization while their differentiation strategy has a positive effect. Moreover, organizational structure (specialization and formalization in particular) moderates significantly the direct effects of competitive strategy on servitization, indicating that it is critical for a firm to evaluate the dynamics between its strategy and organizational structure for a successful implementation of servitization.

Keywords:

Servitization, Competitive Strategy, Organizational Structure, Hierarchical Regression

키워드:

서비스화, 본원적 전략, 조직구조, 위계적 회귀분석

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• 저자 이남경은 고려대학교에서 영문학 및 경영을 전공, 동 대학 경영대학원 LSOM 전공 박사를 수료하였다. 주요 연구분야는 서비스 프로세스 및 품질관리이다.

• 저자 신호정은 고려대학교 경영대학 무역학과를 졸업하고 LG전자에서 유럽담당 수출영업사원으로 근무하였다. The Ohio State University에서 경영학 석사 및 박사를 취득하였으며, 미국 University of Notre Dame경영대학에서 조교수를 역임하였다. 주요 관심 분야는 Marketing/SCM Interface, 서비스 운영관리, Econometrics를 이용한 실증모형 등이다.

• 저자 임호순은 미국 University of California, Los Angeles, Anderson school of Management에서 Operations and Technology Management 전공으로 박사학위를 취득하였고, 한양대학교에서 경영학을 가르쳤으며, 현재 고려대학교 경영학과 교수로 재직 중이다. 주요 관심분야는 제조기업의 서비스화, 서비스 프로세스 관리 등이다.