This paper examines the difference in new product development process and its performance among SMEs in Korea according to the degree of synergy in terms of technology and market. The product synergy is defined as the degree of fitness of new product development requirement with existing technology and market capabilities of the SME.
As an exploratory attempt, this study examines the relationships between the degree of product synergy in terms of both technology and market and the patterns and performances of development process. Followings are the results based on case studies of 27 new product projects of SMEs in the Korean electronic parts industry.
1) Technology synergy of new product is positively associated with technological performance, while market synergy of new product is positively associated with commercial performance.
2) The idea of new product development project with high degree of market synergy is likely to be proposed by user
3) The new product development project with low degree of market synergy requires more information processing activities in the development process.
4) The new product development project with low degree of technology synergy requires recruitment of technical experts in the development process.
5) The new product development project with low degree of market synergy tends to exhibit low level of user involvement in development process.
6) The new product development project with low degree of technology synergy are more likely to resort to the formation of the task force team as a development organization.
7) The new product development project with low degree of technology synergy is more likely to bring conflicts among departments.
Based on above results, this paper proposes several theoretical and managerial implications for the management of NPD of SMEs in Korea.
본 연구에서는 우리나라 전자부품 중소기업을 대상으로 기술 시너지와 시장 시너지에 따라 신제품 개발과정과 개발성과에 어떠한 차이가 있는지를 설명하고자 한다. 본 연구는 탐색적 연구로서 제품 시너지가 낮은 신제품 과제의 경우 현실적인 문제점과 장애가 구체적으로 어떻게 나타나는지 그리고 이를 어떻게 극복하는지를 사례를 통해 보여주고 있다.
사례에 따르면 제품시너지가 높을수록 성과가 좋으며, 기술 및 시장 시너지의 정도에 따라 프로젝트 제안, 시장조사 활동, 기술 인력영입, 개발중 사용자 참여, 개발팀 조직 등에서 차이가 있는 것으로 나타났다. 그 외에도 사례조사 중에 관찰된 제품 시너지에 따른 신제품 개발과 관련된 현상들에 대해서 설명하고 있다. 이러한 연구결과를 바탕으로 우리 중소기업의 신제품 개발에 대한 이론적 시사점과 중소기업 경영자들에 대한 전략적 시사점을 제시하였다.
