국내제조업체의 시장지향성과 환경요인이 마케팅과 개발부서간의 협업, 제품혁신 그리고 성과에 미치는 영향에 관한 탐색적 연구

There have been many studies about the effects of market orientation on firm's performance since the beginning of 1990's. However, the studies of the relationship between market orientation and product innovation are not much, and furthermore the results of those studies are not converged. Hence the purpose of this study is first, to find out the effect of market orientation on marketing/R&D, product innovation, and performance, second, to verify the moderating effects of environmental turbulence between product innovation and firm's performance.Using structural equation modeling, the result shows that market orientation positively influences marketing/R&D interface, product innovation and performance. Using hierarchical multiple regression, the moderating effects of environmental turbulence have been partially supported. Therefore the managerial implications are that first, in order to strengthen product innovation, firms need to emphasize marketing/R&D interface. That's because market orientation doesn't simply enhance product innovation, but through marketing/R&D interface. Second, firms can increase performance by adopting product innovation strategy according to the characteristics of environmental turbulence.