한국, 미국, 일본의 신제품 성공요인에 관한 비교연구

The purpose of this study is twofold: (1) To investigate the differences of the determinants of new product success in Korea, the U. S. and Japan, and (2) to offer Korean firms managerial implications regarding their new product development. The investigation shows that cultural factors, degree of market maturity, competitive advantage of the new product development process, degree of market change, competitive intensity of the industry are influential among other factors in determining the successes of new products in the three countries. In Japan, which has the most collectivistic corporate culture among the three countries. a firm`s internal environment turned out to be the most important determinant of new product success. In Korea, which is characterized by its relatively less diversified society and its rapidly changing markets, degree of firms` market orientation is negatively correlated with new product performance in the market. In contrast, for the firms in the U. S., which is characterized by its diversified society and its mature and stable markets, market orientation turned out to be the most influential determinant of new product success. For the Korean firms, the most important determinant of new product success was a firm`s competitive advantage of new product development process over other firms. This finding offers significant implications to most of the Korean firms, which have by and large neglected building systematic new product development processes.