창업기업의 피보팅 유형분석: 서비스기업을 중심으로

Purpose] This study aims to verify whether the perception level of pivoting differs among service startups when pivoting is classified into four sub dimensions: customer, product/service, revenue model, and internal operation. It also examines variations according to industry characteristics and demographic factors. [Methods] Based on the value delivery approach, service startups were categorized into knowledge and information based, experience and benefit oriented, and efficiency and connection based types. A survey was conducted with 192 founders or managers of service startups established within seven years. Exploratory factor analysis and reliability tests were performed, and one way ANOVA with post hoc Tukey HSD tests was conducted to verify the hypotheses. [Results] Significant differences across industries were observed only in internal operation pivoting (F 3.516, p 0.032). Post hoc analysis showed that knowledge and information based firms perceived internal operation pivoting more actively than efficiency and connection based firms, while no significant differences were found in customer, product/ service, or revenue model pivoting. Differences by gender, age, and firm age were also insignificant. Overall, all four dimensions recorded mean values above 3.5, indicating that service startups generally have a positive perception of pivoting. [Implications] This study quantitatively identified four sub dimensions of pivoting and empirically demonstrated inter industry differences. The results suggest that knowledge and information based firms tend to emphasize the need for organizational and process transformation. For entrepreneurship education and consulting practices, it is necessary to develop industry specific pivoting strategies and strengthen internal operational adaptability. The findings also confirm that industry structure has a greater impact on the perception of pivoting than demographic characteristics.