신제품 성공전략을 위한 소비자 여정: 혁신의 유형과 혁신성에 관한 연구

The purpose of this study is to examine the reliability of the Henderson & Clark framework, which distinguishes innovation types from a firm's technology perspective, and to understand there is a difference in innovativeness according to the innovation types from a consumer perspective. The first investigation was used a selection of 101 innovative products that changed the world, which was published on June 15, 2011, by Popular Mechanics magazine, which was launched in 1902 and has a broad readership worldwide on technology and products. After that, We used a content analysis method to empirically classify the four types of innovations, incremental, modular, structural, and radical, presented by the Henderson & Clark framework. It was conducted from 34 judges who were general consumers, and the reliability of the analysis was satisfied with Ir and PRL criteria. By examining the characteristics of products categorized by each innovation type, we present a concept scheme of innovation from the consumer perspective. The second investigation was measured innovativeness, which was recognized by the consumer in two dimensions: newness and usefulness, and analyzed one-way ANOVA to determine whether the difference in innovativeness according to the types of innovation was statistically significant. It results that consumers strongly recognized innovativeness in the order of radical innovation, modular innovation, structural innovation, and incremental innovation. Therefore, this study showed that Henderson & Clark's innovation type framework is a meaningful classification system from the consumer's point of view and also helps to promote both academic and practical understanding of innovation by suggesting and explaining a methodology for understanding the characteristics and differences of each type of innovation from the perspective of the consumer.