기업가적 지향성과 경영성과 간 관계: 조직규모에 따른 신제품개발의 조건부 간접효과

This study examines the indirect effects of new product development(NPD) on the relationship between entrepreneurial orientation(EO) and business performance is contingent on organization size. Although previous studies have revealed that EO has a positive effect on business performance and NPD, there have been no research attempts to comprehensively grasp the causal path of EO, NPD, and business performance. Therefore, this study analyzed the causal path focusing not only on final financial business performance affected by EO but also on the mediating role of new product development, which is an intermediate performance. Based on the sample of 3,299 firms from the 2018 Entrepreneurship Survey(Corporate), we analyzed the EO-NPD-business performance relationship and explored whether such an indirect effect of EO on business performance differs depending on the size of the firm. The results showed that EO has a positive impact on business performance and NPD. In addition, NPD positively mediates the relationship between EO and business performance under the condition of large size firm, although NPD does not have a direct effect on business performance. With the findings, the current study has principal implications for practicing managers. The result of this study is not to suggest that NPD triggered by EO is a panacea for improving final business performance. The study suggests a need to equip organizational capabilities to successfully commercialize new products and appeal to the market and customers, beyond simply developing new products seeking newness based on EO.