디지털 전환 기반 프로세스 혁신이 고객 맞춤화 전략 성과에 미치는 영향: 기업 규모별 비교

This study analyzes the impact of digital transformation (DX)-based process innovations on the performance of customization strategies, aiming to innovation types that significantly improve performance and comparing innovation strategies by firm size. The study considers that DX-based process innovation can be achieved either through in-house development as an internal innovation strategy, or through collaborative development, benchmarking, and outsourcing as external innovation strategies. Using data from the 2020 Korean Innovation Survey conducted by the Science and Technology Policy Institute, regression analyses were performed separately for small, medium, medium-large, and large manufacturing firms, based on responses from 285 companies that had experienced digital transformation and implemented customization strategies. The results show that internal innovation strategies, such as in-house development, improve performance regardless of firm size, whereas for external innovation strategies, it is specifically those with a higher degree of openness that have a significant impact on performance as firm size increases. Furthermore, compared to medium-sized firms, medium-large and large firms benefit more from external innovation strategies than from internal ones in terms of performance contribution. Overall, the findings suggest that as firm size increases, placing greater strategic emphasis on open external innovations, rather than internal ones, is more advantageous for enhancing performance.