제품개발시의성, 본사-자회사 협력 및 해외시장 성과간 관계에 대한 표준화의 조절효과에 관한 연구

Abstract

This study examines the moderating effect of standardization on the relationships between HQ-subsidiary cooperation, on-time completion of new product development (NPD) and performance. It was empirically tested by a Korean sample to verify the validity of the research framework. The results show that the higher standardization, the stronger the effect of NPD timeliness on performance. However, standardization does not moderate the relationship between HQ-subsidiary cooperation and performance. Thus, when there is high standardization, the level of timeliness in new product development markedly increases the level of product success as well as the level of timeliness in international new product rollout. The present study supports the idea that standardization plays a moderating role on the relationship between NPD timeliness and performance as well as being a predictor variable of international new produch launch success and INPR timeliness.