디자인지배구조의 유형 및 스펙트럼에 관한 연구

Background: This study is to explore the determination of corporate boundaries and efficient organization structure, such as vertical integration of frontend functions and backend functions in manufacturing and marketing channels, focusing on the application of the core framework of Transaction Cost Analysis (TCA), which has triggered research on the governance structure, to extend and apply it to lateral functions such as design organization. Since there have been few prior studies on design governance structure so far, the purpose of this study is to conduct empirical research by defining and classifying notions and types of design governance structure in detail. In particular, the existing theory of transaction cost economics does not cope with changes to the governance structure after vertical integration, and so therefore, this study attempted to expand the contents of the existing research by exploring the types of design governance structures after vertical integration. Methods: The types of design governance structure can be applied by the concept of Transaction Cost Analysis framework “Market” or “Hierarchy”, the companies buy design services though outside design agencies or they make their own design function internally. Through defining the concept of 8 types of design governance structure, managers easily recognize the status and dynamics of design organizational behavior to apply their business strategy using design competency. Results: One time transaction in design service market is first type of design governance structure that is normally distributed in general industry. In many cases of industrial players, market transaction types of design governance structure distinguished existence of design function in corporate. In particular, the interorganizational transactions can be occurred by the contract types of frequency. Therefore, long term contracts and strategic alliance with external design agency can be another type of design governance structure. In real status of company power game, Internal design function can be lower level of position relatively frontend or backend functions like marketing or development. Recently, few advanced companies are driving product innovation strategy through making various types of design governance structure after vertical integration of design functions like equally collaboration with vertical functions internally, leading collaboration through powerful design leadership and design driven coordination. Conclusion: Finally, 8 types of design governance structure can be position in the contract features based framework called design governance structure spectrum. In many cases, this spectrum can supply significant insight of real design organizational behavior and create various design study for the strategic collaboration and product innovation performance.