기술지향성과 조직유효성이 신제품성과에 미치는 영향

The primary purpose of this study is to examine the relationship between technology orientation and new product performance in a pharmaceutical firms, and to examines how substantiality of organization effectiveness play mediating roles between technology orientation and new product performance. And then, we structured a research model and hypotheses about relationship between these variables. For this research, a total 185 usable survey responses of Korean pharmaceutical firms have been employed in the analysis. The major findings from the data analyses are as follows. First, technology orientation had a positive influence upon substantiality. Second, organization effectiveness such as mediator had a positive influence upon new product performance. According to the result of this research, a pharmaceutical firms have to focus on the technology orientation and understand the role of organization effectiveness mediators on the process between the technology orientation and the new product performance. Furthermore, it was also found that the relationship between strategy orientation and new product performance is differentiated by order of market entry (early entrant vs. late entrant). This study shows the casual relationship between technology orientation and new product performance. Especially, this finding confirms that the order of market entry moderately affects the relationship between technology orientation and new product performance on the pharmaceutical firms.