기업의 생존력과 경쟁력을 위하여 기술혁신을 지속적이고 장기적으로 추구하 고 추진하려는 기업의 전반적인 사고방향을 나타내는 기술혁신지향성의 중요성이 대두하고 있다. 기술혁신지향성이 기업의 지속적인 경쟁우위 확보에 개념적으로나 실무적으로 중요한 의미를 내포하고 있지만, 기업의 성공적인 기술혁신과 성과를 위한 기술혁신지향성의 역할에 대한 체계적인 연구는 현재까지 제한적으로 수행되어 왔다. 기술혁신지향성에 대한 기존 연 구의 미비점을 인지하여, 본 연구에서는 기술혁신지향성에 영향을 미칠 수 있는 기업 내외부 의 핵심적인 요인들을 선택하여, 선행요인들과 기술혁신지향성 및 기술혁신지향성 사이의 상 황관계를 나타내는 연구모델과 가설들을 제안하고 이를 실증분석 하였다. 제안된 연구모델 에서 선택된 기술혁신지향성의 선행요인들은 최고경영자의 기술기능 직무경력과 기능 간 상호통합(cross-functional integration)의 두 내부요인과 환경 불확실성과 경쟁강도의 두 외부 요인을 포함하였고 이 요인들이 결과적으로 기술혁신지향성을 매개로 기업의 기술혁신성과 에 영향을 미치는 것으로 제시하였다. 또한 이 연구모델에서는 환경 불확실성과 경쟁강도의 두 환경요인이 기술혁신지향성과 기술혁신성과 사이의 관계를 긍정적으로 조절하는 효과를 갖는 것으로 제시하였다. 86개의 국내 IT중소기업을 대상으로 분석한 결과, 최고경영자의 기 술기능 직무경력, 기능 간 상호통합, 그리고 환경 불확실성이 기업의 기술혁신지향성에 긍정 적인 영향을 미치고 기술혁신지향성이 기업의 기술혁신성과에 긍정적인 영향을 미치는 것으 로 나타났다. 또한, 환경 불확실성은 기업의 기술혁신지향성과 기술혁신성과간의 관계를 긍 정적으로 조절하는 효과를 갖는 것으로 나타났다. 본 연구결과가 제시하는 이론적, 실무적 시사점의 중요성에 대해서 논의하였다.

The present study is aimed at examining in multilateral ways the structural relationship among technological orientation, market orientation and product development performance of manufacturing companies, which are deemed to be key factors for them to increase absorptive capacities. From the study, it was revealed that: First, in terms of the relationship between market orientation and absorptive capacities, it was made clear by the analysis that the market orientation sought after by manufacturing companies has influence upon their absorptive capacities. Second, with regard to the relationship between technological orientation and absorptive capacities of manufacturing companies, the analysis found that the technological orientation pursued by them affects their absorptive capacities. Third, as for the relationship between absorptive capacities and product development performance, the analysis made it clear that the absorptive capacities of manufacturing companies exerts influence upon their product development performance. Fourth, in respect to the relationship between market orientation and product development performance, it was concluded from the analysis that market orientation produces effect upon product development performances like technological innovation and acquisition of new technologies needed for product development. Finally, regarding the relationship between technological orientation and product development performance of manufacturing companies, it became obvious from the analysis that the technological orientation affects the product development performance.

The performance of an organization largely depends upon the strategy-environment fit (Mintzberg, 1979). The success of business-level strategy is contingent on industry environment characteristics (Pelham, 1999). Under the strategic fit, new ventures need to match their strategies of market, product with external environment. In different contextual situations, a new venture should employ appropriate management practices that positively impact its performance. The strategic fit provides important theoretical foundations for understanding how strategies drive firm performance. Today, technology-based start-up ventures and corporate entrepreneurship both embrace emerging markets and emerging technologies as the core of their competitive advantage (Thukral, Ehr, Walsh, Groen, & Sijde, 2008). For these new ventures, it is important to set up market orientation strategy at the beginning of founding. New ventures need to explore market opportunities and respond to market requirements. Proactive and responsive market orientations are two dimensions of market orientation considering to latent and current market needs ((Narver, Slater, & Maclachlan, 2004)). Current studies acquiescently treat proactive and responsive as two types of market orientations. However, further study need to clarify whether and what extent and under what contextual situations new ventures pursue two dimensions of market orientation strategy. In specifically, does pursuit of a hybrid market orientation lead to superior performance relative to a pure one? What extent should a new venture emphasize relative pure strategy which can help it to fit its strategy with performance objectives? Furthermore, is the market orientation strategy purity equally important in both emerging and established market conditions and industrial technology standards? This paper proposes hypotheses of positive relationship between market orientation strategy purity and new venture performance. And, Market needs has a moderating role on the relationship of MO purity and new venture performance. That is, for emerging market, the MO purity will exert a weaker influence on the new venture performance. Technological uncertainty has a moderating role on the relationship of MO purity and new venture performance. That is, for emerging technology, the MO purity (especially proactive market orientation) will exert a stronger influence on the new venture performance.

This study was motivated by the attempt to examine from versatile viewpoints the structural relationship between industrial environment, technology orientation and performances which are all factors related to technical innovation of small and medium-sized companies. In this regard, a survey was conducted to investigate the late industrial environment that could have direct and indirect impacts on the technology orientation of small and medium industry and, based on the survey, an analysis was carried out to determine the effects of its technology orientation on the performances in the technological innovation and management. The outcomes of the analysis could be summed up as follows: First, the factors of technology orientation turned out to have influence on those of industrial environment, which suggests the needs for the small and medium industry to consider the factors of industrial environment at multiple levels. Second, the technology orientation was found to influence the performances of technology innovation and management of small and medium industry in a structural manner, which signifies that the small and medium sized companies have to make strategic decision about the preference in the area of technology innovation and management performances.