기술혁신 및 시장지향성이 기업의 성과에 미치는 영향과 리더십의 조절효과에 관한 연구

The purpose of this study was to analyze the role of technical innovation in the process in which a company's market orientation influences its performance. In addition, it was intended to verify how market orientation and technical innovation are moderated by each type of leadership in the process of affecting corporate performance. For the sample, an online questionnaire was sent to a total of 3,173 people from June to July 2021, considering the proper distribution of industries and positions, and excluding insincere responses, and finally 414 responses were used for statistical analysis. The followings summarize the results of the hypothetical validation accordingly. First, technical innovation has been shown to have a partial mediating effect in the process in which market orientation affects financial performance, but the mediating effect on non-financial performance is not significant. Second, although technical innovation has been found to have a fully mediated effect in the process of customer orientation affecting financial performance, the mediated effect of technical innovation on non-financial performance was not significant. In the process of competitor orientation affecting financial and non-financial performance, technical innovation has no mediated effect. It was found that there was a partial mediating effect of technical innovation on financial performance, but it was found that there was no mediating effect of technical innovation on non-financial performance. Third, as a result of analyzing the moderating effect of leadership between technical innovation and corporate performance, both transformational leadership and transac tional leadership had positive effects. Regarding market orientation and corporate performance, only transformational leadership was found to have a moderating effect between market orientation and non-financial performance. It has been found that, rather than pursuing only technical innovation, it is possible to increase the company's performance by concurrently carrying out marketing activities that focus on customers, such as market orientation. In addition, the results of the study revealed the moderating effect of transformational leadership/transactional leadership between technical innovation and market orientation and corporate performance. This study has limitations in cross-sectional analysis. However, it is meaningful to expand the scope of research to find the actual cause of success of technical innovation by studying the relationship between market orientation and leadership in the academic performance of technical in novation at the same time. In practice, it is expected that technical innovation can help to understand how marketing and leadership such as market orientation should be applied to the field in order to succeed in the corporate field.