구매자협력이 신제품의 성과에 미치는 영향과 구매자- 공급자 관계의 조절적 역할 (Impact of Buyer Collaboration on NPD Performance and the Moderating Role of Buyer-Supplier Relationship)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 41권 / 3호 / 457 ~ 482페이지
· 저자명 : 박다현, 박상욱

초록

생산자 중심의 시장에서 소비자 중심의 시장으로 변모하면서 기업의 경쟁이 가격경쟁력보다는 신제품의 도입에 의해 좌우되고, 신제품의 개발과 성공이 기업의 장기적인 존속에 중요한 영향을 끼친다는 인식에 따라 신제품의 성공요인에 대한연구자들의 관심이 집중 되어 왔으며, 그 중 구매자 협력은 신제품의 성공에 기여하는 요인으로써 주목 받고 있다. 그러나 신제품개발 프로젝트에서의 구매자 협력은 특정 신제품개발 프로젝트에만 한정하는 의사결정이 아니라 공급사슬상의구매자-공급자 관계에 의해 영향을 받는 의사결정임에도 불구하고 기술혁신의 관점에서만 고찰하는 경우가 대부분이다.
공급자와 구매자의 협력은 기술혁신 영역에서 특정 신제품개발 프로젝트에서의 협력뿐 아니라 공급사슬관리의 영역에서도독립적인 주제로서 활발히 연구되어 왔으나 이들 관점을 동시에 고찰하는 연구는 상당히 부족하다. 본 연구는 신제품개발에서의 구매자 협력이 신제품의 성공으로 이어지는 데 있어서 구매자-공급자 관계, 특히 구매자에 대한 의존도의 역할을밝히기 위하여 176개의 표본을 수집하여 구조방정식 모형 분석과 다집단 분석을 실시하였다. 그 결과 구매자에 대한 의존도는 신제품개발에서의 구매자협력이 성과에 미치는 영향을 음의 방향으로 조절함이 확인되었다.

영어초록

In today’s ever-intensifying competitive environment, new product development is the prerequisite for corporate survival and growth. Therefore practitioners and researchers are highly interested in factors which affect the success of new products. While buyer collaboration is identified as one of NPD success factors and the view that it positively influences NPD performance is widespread, multiple studies and cases show that it does not necessarily guarantee better NPD performance. The inconsistency arises from studying buyer collaboration only in the context of NPD success factors.
From the supply chain management viewpoint, buyer collaboration is not only one of success factors for a specific NPD project, but also a decision variable that interacts with buyer-supplier relationship. Hence integrative approach of NPD and supply chain management is necessary to examine the effect of buyer collaboration on NPD success, but empirical research in the area remains underdeveloped.
To reveal the moderating role of the buyer-supplier relationships in the path from buyer collaboration to NPD performance, 4 main hypotheses are derived as follows:H1: Buyer collaboration has a positive effect on NPD project performance.
H2: NPD project performance has a positive effect on NPD market performance.
H3: Buyer collaboration has a positive effect on NPD market performance.
H4: Supplier's dependence on the buyer has a negative moderating effect H4-1: on the relationship posited in Hypotheses 1. H4-2: on the relationship posited in Hypotheses 2.
H4-3: on the relationship posited in Hypotheses 3.
176 datasets are collected from Korean manufacturing firms and Structural Equation Modeling(SEM) analysis is conducted to test hypotheses regarding the impact of buyer collaboration on NPD project performance and NPD market performance, and hypotheses 1, 2and 3 are supported. Multi-group analysis followed by c2 difference test is applied to test hypotheses about the moderating role of supplier’s dependence on the buyer, and hypotheses 4-2 and 4-3 are accepted. The result shows that buyer collaboration in the NPD project has a positive impact on the NPD project performance and better NPD project performance leads to the better NPD market performance. At the same time, buyer collaboration directly affects NPD market performance. Furthermore, it is derived through multi-group analysis that supplier’s dependence on the buyer negatively moderates the path from buyer collaboration to NPD success.
The study provides a significant implication that collaboration with the buyer, which is recognized as a new product success factor, is less effective in improving NPD market performance when a supplier is highly dependent on the buyer, i.e., that the NPD success interacts with buyer-supplier relationship. Although higher NPD project performance is achieved through collaboration with the buyer, this may not lead to equally high market performance in case of high dependence on the buyer. In this case, buyers may behave in opportunistic ways using their superior power, and suppliers are likely to be compromised on their profit from the new product. We suggest that success of buyer collaboration is significantly affected by the nature of buyer-supplier relationships. Therefore, careful evaluation on the established relationship with the buyer should be done before entering into collaborative relationships to get the most out of NPD success.
This study is significant in that it breaks new ground in the study of NPD by examining the effect of buyer collaboration on NPD success from the perspectives of supply chain management,in particular, buyer-supplier relationships.

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