| Article ID: | iaor19971791 |
| Country: | South Korea |
| Volume: | 21 |
| Issue: | 3 |
| Start Page Number: | 11 |
| End Page Number: | 46 |
| Publication Date: | Dec 1996 |
| Journal: | Journal of the Korean ORMS Society |
| Authors: | Kim Ji Dae, Kim Kee Young |
| Keywords: | innovation |
The objectives of this research paper are to identify the types of the firm’s new product development strategy and their characteristics about business strategy, to examine the effect of each type on new product outcomes, and to explore the contingency variables influencing the relationship between these types and new product outcomes. The result of the research are summarized as follows: First, in terms of both the resource allocation for product innovativeness and technology acquisition method, this study suggests 9 types of the firm’s new product development strategies-Type 1 (pursuing low innovative products/relying on external technology), Type 2 (purusing low innovative products oriented/relying on internal technology), Type 3 (pursuing low innovative products/relying on mixed technology), Type 4 (pursuing high innovative products/relying on external technologies), Type 5 (pursuing high innovative products/relying on internal technology), Type 6 (pursuing high innovative products/relying on mixed technology), Type 7 (balancing low and high innvoative products/relying on external technology), Type 8 (balancing low and high innovative products/relying on internal technology), Type 9 (balancing low and high innovative products/relying on mixed technology). Second, these 9 types are deeply associated with the firm’s business strategic variables such as product differentiation and market differentiation, and exhibit different level of both technical and commercial performance of new products. Finally, the effects of these types on new product outcomes are different according to industrial environment and firms’ characteristics with respect to size and technological capability. [In Korean.]