earticle

영어

The relationship between strategic orientation and business performance, representing the direction of the established strategy, has previously been validated in many studies. The purpose of this study is to insert new product & service development as a mediating variable between strategic orientation and business performance, in order to verify the role of the new product & service development between the two. Based on the strategic orientation, not only did we attempt to validate the direct causal relationship to business performance, but we also attempted to indirectly verify the causal relationship through the new product & service development. Based on the relationship between the three concepts above, this study utilized a research model and research hypothesis which enabled us to examine the relationship demonstrated through this research. As a result of the analysis, strategic orientation was found to be comprised of the following three elements: market orientation, learning orientation, and entrepreneurial orientation. This study found that each of them individually influence new product & service development and business performance respectively. Moreover, new product & service development has a direct impact on business performance. In addition, it was also revealed that it plays a role between the strategic orientation and business performance. From the above results, it was concluded that the importance of strategic orientation, which is often emphasized as one of the core keywords in hotel management, is to be expected to be applied to hotel management in the future. In addition, we were also able to provide both a theoretical and empirical framework for the strategic orientation of hotels (in the service industry), rather than the general manufacturing industry.

일본어

戦略樹立の方向性をあらわす戦略的志向性と企業の成果との関係については、多くの既存研究で検証されてきた。本研究は、戦略的志向性と企業の成果のあいだに媒介変数として新商品・サービス開発を挿入して、両者のあいだでの新商品・サービス開発の役割を検証することを目的とする。すなわち、戦略的志向性から企業の成果への直接的因果関係を検証するとともに、戦略的志向性から新商品・サービス開発を媒介して企業の成果への間接的因果関係を検証することを試みた。上記の3 つの概念の関係に基づいて研究仮説および研究モデルを構築し、実証調査を通じて3 つの概念の構造的関係を分析した。分析の結果、戦略的志向性は、市場志向性、学習志向性、起業家的志向性の3 つの下位次元によって構成され、それぞれ新商品・サービス開発、企業の成果に影響を与えることが明らかになった。また、新商品・サービス開発は企業の成果に直接影響を与えるとともに、戦略的志向性と企業の成果との関係の間で媒介的役割を果たしていることも明らかになった。上記の結果から、ホテル経営における核心的なキーワードのひとつである戦略的志向性の重要性が強調され、今後のホテル経営においてその応用が期待される。また、一般的な製造業ではなく、サービス産業であるホテルにおける戦略的志向性に関する理論的かつ実証的な枠組みを提供することができた。