마케팅혁신: 정의와 차원 그리고 기업성과와의 관계

Although interests in marketing innovation are on the rise among both academia and practitioners, existing innovation studies in marketing field are limited to new product developments or adoption processes of consumers. Also these studies do not fully cover multiple dimensions of marketing innovation. Few studies examine the dimensions or characteristics of marketing innovation and how and why theses dimensions of marketing innovation influence enterprise performance. This research intends to cover from definitions of overall marketing innovations and strategic perspectives of enterprises to the relationship between marketing innovation and enterprise performances. Through the extensive literature review regarding innovations in organizational behavior, strategic management, and marketing fields, dimensions of marketing innovation were identified and then finalized in consideration of marketing processes. Also in this study, the authors have developed a conceptual framework for marketing innovations that help a broad role of marketing to enhance financial performances of corporate. In doing so, this study explores diverse aspects of marketing innovation and definitions of four dimensional marketing innovations in business processes; market knowledge management, product development management, product delivery management, and customer management. Relationships theses four dimension and firm performance were empirically tested by using data collected from various industry. By these definitions, measurements are developed through seven step purification process. Especially, the authors collected survey data regarding various corporate related comsumer products in S. Korea. Total respondents were 151 corporates (87.8%) of total respondents. Data analysis was carried out by two phases as described below. The authors had analyzed reliabilities with two types of validations - convergent and discriminant tests could not find any errors from our data. Measurement validity test was conducted by confirmatory factor analysis(CFA). The CFA result revealed the measure achieved convergent validity. Also, the results showed that each factor was a unidimensional construct. Chi-square difference test was conducted to test whether each of factor correlations was significantly different from unity. As a result, discriminant validity test was achieved. The reliability of measures was assessed with Cronbach's alpha, and all the measures showed a satisfactory level of reliability. The structural equation modeling using LISREL 8.3 was employed to assess the hypotheses. The Chi Square statistics, GFI, AGFI, NNFI, CFI, SRMR and RMSEA indicate an acceptable fit of data. The result indicates that marketing innovation has positive effect on overall performance, and marketing innovation in market knowledge management has a positive effect on financial performance through innovation in marketing implementation. From both theoretical and practical perspectives, this study is providing some important insights about understanding marketing innovation. Contributions of this paper are as below. First, this paper proposed theoretical steps toward a more complete understanding the marketing innovation in strategic perspective. Especially this paper empirically proved relationship between marketing innovation and corporate performance that was conceptually explained as far. Second, unlike previous research regards new product developments or product innovation, this paper found the positive role of marketing innovation in corporate level. Third, by showing the differential effects of marketing innovation dimensions on firm performance, the authors provide a more refined understanding of individual role of each marketing innovation domain.