earticle

영어

The rapidly changing business environment can simultaneously pose a threat to corporate survival and provide new opportunities for companies, and what businesses need in this environment is a successful new product achievement using rapidly changing information technologies. At this time, it is very important to invest in securing the technology in the corporate and utilizing the products and services using it. However, a clear picture of the relationship between information technology investment and performance has not emerged in the related studies. Therefore, this research is about the effect of relative investment in SFA technology related to sales automation on the performance of successful new products through market information acquisition processes and perceived intelligence quality. In addition, we verified the moderating effect of market uncertainty and technical catastrophe between investment in SFA technology and acquisition of market information. Through empirical analysis, we are going to identify the effects of each other and to suggest meaningful implications for relationship research. The research was conducted on a sample of the sales organizations of 110 B2B companies and analyzed using SPSS 23, LISREL 8.72 and SPSS Macro to validate the construct concept and research model. The analysis results show that relative investment in SFA technology affects market information acquisition process, market information acquisition process affects perceived intelligence quality, and perceived intelligence quality has a positive effect on new product success. In addition, for the effect of moderate between the relative investment in SFA technology and the market information acquisition process, the increase in market uncertainty has a positive effect, but the moderating effect on technology variability has not been demonstrated. Research has shown evidence that the relationship between investment and performance is positive through the impact of information acquisition and quality, and confirmation of how the investment connects to a successful new product shows that investment can be turned into a competitive advantage. And proof of positive moderating effects of market uncertainty has shown that he is a moderator to strengthen the relationship between SFA technology investment and information acquisition.