초록

Purpose – This study aims to advance our knowledge about factors influencing technical startup performance through analysing technical startup process empirically. This study was conducted to focus on industry structure(industry growth rate, competitive intensity, and enter barriers), technology characteristics( technical excellence and wide range of technical application), and the performance in the technology-based start-ups. Specifically, analyzing moderating effect of technology-marketing strategy, this studied how moderating variables affect technical startup performance under industry structure. Research design, data, and methodology – The subject of this study was technology-based start-ups company that received technology transfer from public organization. The development of the paper model is based on the literature of the preceding research analysis in technology commercialization, performance of technology-based start-ups, and marketing strategy. This study has a construct that was defined in the previous studies, such that technology marketing strategy was defined into the two ways of being broad or narrow in strategic application. From November 3. 2015 to December 22, 220 questionnaires were distributed with targeting to start-up companies in technology-based. 188 responses were collected for empirical analysis except the missing and wrong value responses. This data were used for structural equation modeling and regression analysis. Results – The results of this study are as follows. First, as industry structure variables influencing on performance(technical,financial) of technology-based start-ups, industry growth rate, competitive intensity and enter barriers of variables were verified; high growth rate has more positive effect on performance than low growth rate, competitive low intensity has more positive effect on performance than competitive high intensity, low enter barriers have more positive effect on performance than high enter barriers. Second, as technology characteristics variables influences on the performance(technical, financial) of technology-based start-ups, technical excellence and wide range of technical application of variables were verified ; technical high-excellence has more positive effect on performance than technology low-excellence, wide range of technical application has more positive effect on performance than narrow range of technical application. We also find that technology marketing strategy(broad/narrow) in moderating factors on performance (technical, financial) is as follows. Analyzing the moderating effect depending on technology marketing strategy(broad/narrow), application of technology, and the types of technology strategy(broad/narrow) were revealed that broad marketing strategy had a more significant effect on performance of technology-based start-ups. With AMOS, the relevancy of the study model revealed higher for broad technology-marketing strategy than narrow technology marketing strategy, and the explanatory power revealed to be 6.4% higher in broad marketing strategy than narrow marketing strategy. Conclusions – This study confirmed that industry structure and technology characteristics are important factors influencing the performance of technology-based start-ups. Technology-marketing strategy affects the performance of technology-based start-ups between industry structure and technology characteristics. According to additional analysis, moderating variables and technology-marketing strategy are important factors influencing the performance of technology-based start-ups under industry structure and technology characteristics. Broad type of technology-marketing strategy has more attractive industry structure and excellent technology characteristics than narrow types of technology- marketing.

키워드

Technology-based Start-ups, Industry Structure, Technology Characteristics, Technology-Marketing Strategy.

참고문헌(31)open

  1. [학술지] Altuntas, S. / 2012 / An Evaluation Index System for Prediction of Technology Commercialization of Investment Projects / Journal of Intelligent & Fuzzy Systems 23 (6) : 327 ~ 343

  2. [학술지] Barr, S. H. / 2009 / Bridging the Valley of Death : Lessons Learned From 14Years of Commercialization of Technology Education / Academy of Management Learning & Education 8 (3) : 370 ~ 388

  3. [학술지] Chen, C. J. / 2009 / Technology Commercialization, Incubator and Venture Capital, and New Venture Performance / Journal of Business Research 62 (1) : 93 ~ 103

  4. [학술지] Chrisman, J. J. / 1988 / Toward a system for Classifying Business Strategies / Academy of Management Review 13 (3) : 413 ~ 428

  5. [학술지] Cooper, A. C. / 1987 / Entrepreneurial Research : Old Question, New Answers, and Methodological Issues / American Journal of Small Business 11 (3) : 11 ~ 23

  6. [학술지] Covin, J. G. / 1991 / A Conceptual Model of Entrepreneurship as Firm Behavior / Entrepreneurship Theory and Practice 16 (1) : 7 ~ 25

  7. [학술지] Dvir, D. / 1992 / Measuring the Success of Technology Based Strategic Business Units / Engineering Management Journal 4 (4) : 33 ~ 38

  8. [학술지] Frishammar, J. / 2012 / Identifying Technology Commercialization Opportunities : The Importance of Integrating Product Development Knowledge / Journal of Product Innovation Management 29 (4) : 573 ~ 589

  9. [학술지] Gil, Uon-Kyu / 2015 / Factors for Success of Technology-based Start-up / Korea Technology Innovation Academy 10 (2) : 43 ~ 57

  10. [학술지] Harhoff, D. / 2003 / Citations, Family Size, Opposition and The Value of Patent Rights / Research Policy 32 (8) : 1343 ~ 1363

  11. [학술지] 황경연 / 2014 / 기술의 특성, 기술사업화성과 및 경영성과 간의 관계에 관한 실증연구 - 대덕연구개발특구 정부출연 연구기관에서 이전된 기술을 중심으로- / 생산성논집 28 (2) : 25 ~ 49

  12. [학술지] 정강옥 / 2006 / 연구기반 스핀오프 벤처기업의 성장단계별 성공요인에 관한 탐색적 연구: 이론 및 사례 연구를 중심으로 / 기술혁신학회지 9 (4) : 654 ~ 687

  13. [학술지] Kendall, D. L. / 1992 / Forecasting the Potential for New Industrial Products / Industrial Marketing Management 20 (3) : 177 ~ 184

  14. [학술지] 김봉선 / 2014 / 특허기술의 특성과 가치의 관계: 특허풀 환경에서의 실증 연구 / 전략경영연구 17 (3) : 163 ~ 181

  15. [학술지] 김춘근 / 2014 / 기술창업기업 초기 성과에 미치는 영향요인 분석- 청년창업사관학교 졸업 기업을 대상으로 - / 기업경영연구 21 (5) : 63 ~ 86

  16. [학술지] Kim, Yang-Min / 1999 / A Study of Success Factors in Small High-Tech Firms / Journal of DAEHAN Business Administration 20 : 103 ~ 127

  17. [학위논문] 김진희 / 2008 / 혁신형 중소기업의 성공요인에 관한 사례연구

  18. [학술지] Large, D. / 2000 / Building Successful Technology Commercialization Teams : Pilot Empirical Support for the Theory of Cascading Commitment / The Journal of Technology Transfer 25 (2) : 169 ~ 180

  19. [학위논문] 이도형 / 2010 / 국가연구개발 사업화 과정에서의 기술가치평가 요인 분석 : 사업화 성과에 관한 실증 분석을 중심으로

  20. [학술지] Lee, Young-Duk / 1998 / Suggestions for Enhancing International Competitiveness of Software Start-up Companies through the Analysis of Success Factor / Korea Technology Innovation Society 5 : 24 ~ 25

  21. [학술지] Lumpkin, G. T. / 1996 / Clarifying the Entreprenuerial Orientation Construct and Linking It to Performance / Academy of Management Review 21 (1) : 135 ~ 172

  22. [단행본] Murphy, L. M. / 2003 / Bridging the Valley of Death: Transitioning from Public to Private Sector Financing / National Renewable Energy Laboratory

  23. [학술지] Sandberg, William R. / 1987 / Improving New Venture Performance : The Role of Strategy, Industry Structure, and The Entrepreneur / Journal of Business Venturing 2 (1) : 5 ~ 28

  24. [학술지] Shane, S. / 2000 / The Promise of Entrepreneurship as a Field of Research / Academy of Management Review 25 (1) : 217 ~ 226

  25. [학술지] 신용세 / 2012 / 기술경영능력이 기술사업화 성공에 미치는 영향 / 디지털융복합연구 10 (8) : 97 ~ 110

  26. [학술지] 신유섭 / 2010 / IT 창업 기업의 창업 성공 요인에 대한 연구 / 한국산학기술학회논문지 11 (7) : 2371 ~ 2385

  27. [인터넷자료] Song, Wi-Chin / Determinants of Success of New Technology Based Firm and Innovation Policy

  28. [인터넷자료] STEPI / The Success Factors of Technology-based Startups and Supporting Policy

  29. [학술지] 성태경 / 2012 / 기술사업화 수단으로서의 기술마케팅: 개념·전략·과정의 정립 및 시사점 / 지식재산연구 7 (3) : 101 ~ 129

  30. [학술지] Yun, Jong-Rok / 2008 / An Empirical Research on Successful Factor of Venture Business / KOREAN BISINESS REVIEW 1 (1) : 39 ~ 67

  31. [학술지] Zahra, S. A. / 2002 / Sources of Capabilities, Integration and Technology Commercialization