시스템 다이내믹스 기반 스타트업 신제품 개선 사례: ㈜다니엘컴퍼니 사례를 중심으로

This study aims to derive an integrated causal relationship by analyzing the process of building dynamic capabilities through actual case of new product improvement processes of startups. The market and technology orientation of startups analyzed through the case of Daniel Company become leading factors on dynamic capabilities. In the process of product improvement, it leads to new product performance by forming a strengthening link that increases product demand, expands sales channels, and maximizes production efficiency through dynamic capacity intercirculation of marketing, production, and convergence capabilities. These results show that dynamic capabilities maximize the performances when the factors are complemented by each other and have an integrated causal loop structure. This study suggests that presenting new values as a dynamic capability-based new product development strategy can open new market opportunities and have an important impact on corporate performance.