다세대제품개발 조직특성, 계획화 및 상품화 요인이 제품특성에 미치는 영향

The Effects of the Multi-Generation Product Development Factors on the Product Characters

본 연구의 목적은 다세대제품개발 조직특성, 계획화 및 상품화 요인이 제품특성에 미치는 영향을 분석하는데 있다. 우리나라 전자산업의 다세대제품개발 프로젝트에 참여한 경험이 있거나 현재 참여하고 있는 각 사업부 단위의 리더(팀장), R&D부문·생산부문·마케팅부문의 팀장 및 프로젝트 팀 구성원을 대상으로 2004년 2월 1일부터 5월 31일까지 Likert(1961)의 7점 척도에 의한 설문조사를 실시하였다. 실증분석에 사용한 유효표본은 576부이며, SPSS 10.0을 사용하여 요인분석, 신뢰도분석, 상관관계분석, 다중회귀분석 등을 실시하였다. 연구결과는 다음과 같다. 첫째, 다세대제품개발 조직특성, 계획화 및 상품화 요인이 제품특성에 유의한 양(+)의 영향을 미치고 있음을 발견하였다. 둘째, 기술주도형 전략, 균형전략, 고예산·다각화 전략 등이 다세대제품개발의 제품특성에 유의한 양(+)의 영향을 미치는 변수임을 발견하였으며, 조직특성, 계획화 및 상품화 요인과 전략유형 간 상호작용효과에서도 제품특성에 유의한 양(+)의 영향을 미치는 변수임을 발견하였다.

The purpose of this study is to analyze the effects of the organizational, planning, and commercialization-related factors in MGPD on the product characters. To accomplish the purpose of the study, a research model was made based on literatures about MGPD and working hypotheses were established. In order to verify hypotheses, the data were collected from leader of each department (team manager), leaders of R&D, production, and marketing department, and the members of MGPD project team who all had experience in MGPD or were participating in it, in the major electronic industry in Korea. To analyze the collected data, factor analysis, reliability analysis, correlation analysis, and multi-regression analysis were used. The results of the study are summarized as follows : First, it is evident that for success in MGPD it is important for the top management continuous to commit to it and share their authority and responsibility among the members of MGPD team, and also having information in common, teamwork, two-way communication, overlapped activities for solution to problem, and having vision and target in common between marketing part and production and research/development part are important. Secondly, marketing part should, at the stage of MGPD planning, analyze necessary data for the establishment of market-oriented cost, and the trend of new products in the market, which will be used to realize the definition of successful products. Also marketing part should plan for the risk assessment and reduction. Thirdly, at the commercialization stage of MGPD, phenomena analysis, concept design, specific design, simplified and smart design on the product development should be made, and also characters of rivals' products should be analyzed by measurement and test to generate data which could be reflected on new products. Fourth, organizational, planning, and commercialization-related factors of MGPD should be taken into consideration for the strategy patterns.