The Moderating Role of Geographic Diversity on the Relationship between Environmental Uncertainty and Organizational Implementation Capabilities

• 발행기관: 한국상품학회
• 저자명: Lee, Keon Bong
• 간행물 정보: 『상품학연구』제36권 제6호, 51~60쪽, 전체 10쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2018.12.30

영문 초록

This study examined the moderating influence(i.e., geographic diversity) on the relationship between (1) environments such as technological change and competitive intensity and (2) a development process such as marketing and technical proficiencies. Data obtained froma survey of NPD projects by Korean firms suggest that the effects of external environments (e.g., competitive intensity) on organizational implementation capabilities (marketing and technical proficiencies). This research also shows that geographic diversity may increase the contribution of competitive intensity to organizational implementation capabilities. In highly competitive markets, operating in diverse countrymarkets and pursuing international markets are paramount to enabling a firmto gain and sustain a competitive advantage in the face of heightened pressure to increase the project team’s capacity to proficiently execute new product marketing and technical activities. However, the results do not lend support to the proposed moderating effect of geographic diversity on the positive impact of technological change on marketing and technical proficiencies. The results imply that when a firm strives to develop new products in a market characterized by rapidly changing technology, geographic diversity does not strengthen orweaken the positive impact of technological change on organizational implementation capabilities.

목차

I. Introduction

II. Theoretical Background

III. Hypotheses

IV. Methodology

V. Results

VI. Discussion

VII. Implications and Conclusions

키워드

environmental uncertainty geographic diversity newproduct