Purpose - In the development of new products, suppliers involvement and developing products jointly can be said to be strategic activities that utilize the lack of knowledge from external organizations. In this new product development, supplier involvement has been proven to have a positive impact on new product development performance for a long time by previous research. However, sufficient academic research has not been conducted on the influence of supplier involvement in various product strategies or sales strategies that buyers make in order to secure a competitive advantage in the market. This study argues that product strategy and sales strategy used by buyers in the development of new products will control the effect of supplier involvement on new product development performance in order to compensate the lack of these academic aspects.
Research design, data, and methodology – Specifically, we selected the modularization strategy of the product as the product strategy, which is considered as an important strategy in the new product development through the preceding research, and the mass customer satisfaction strategy was chosen as the sales strategy. In order to achieve these research objectives, regression analysis was conducted using data from manufacturing productivity panel collected jointly by the Ministry of Industry, Trade and Industry and the Korea Productivity Center.
Results - As a result, supplier involvement and new product development performances (development cost efficiency, customer satisfaction) were positively related. The product modularity strategy proved to have an interactive effect on the relationship between supplier involvement and new product development performances (development cost efficiency, customer satisfaction). However, it has not been confirmed that there is a statistically significant interaction effect between supplier involvement and new product development performances.
Conclusions - Supplier involvement has positive relationships with NPD performance. In addition, product modularity strategies have interaction effects with supplier involvement and affect new product development performance (development cost efficiency and customer satisfaction). The results of this study are of academic significance in the case of lack of empirical studies on the effect of supplier participation on the effect of buyer 's strategy when a supplier participates and develops new products jointly.

Abstract
 1. 서론
 2. 이론적 배경
  2.1. 구매자 전략과 공급자 참여: 지식기반이론을 중심으로
  2.2. 제품 모듈화 전략과 공급자 참여
  2.3. 대량고객맞춤 전략과 공급자 참여
 3. 가설 도출 및 연구모형
  3.1. 공급자 참여와 신제품 개발 성과
  3.2. 공급자 참여와 제품 모듈화 전략의 상호작용 효과
  3.3. 공급자 참여와 대량고객맞춤 전략의 상호작용 효과
 4. 연구방법
  4.1. 표본 추출 및 자료 수집
  4.2. 측정 변수 및 통제변수
 5. 실증분석
  5.1. 측정도구의 단일차원성, 신뢰성 및 타당성
  5.2. 가설의 검증
 6. 토론 및 결론
  6.1. 연구결과의 토론
  6.2. 학문적 공헌 및 시사점, 향후 연구방향
 References

• Sunil Hwang(Visiting Professor, Dept. of Operations, Decisions and Information, Yonsei School of Business, Seoul, Korea) | 황선일
• Eung-Kyo Suh(Professor, Graduate School of Business, Dankook University) | 서응교 Corresponding Author