Journal of Information Technology Services (한국IT서비스학회지)

Korea Society of IT Services (한국IT서비스학회)
권호 표지
DOI QR코드

DOI QR Code

How Should Service Innovation Strategy be Aligned with Business Strategy? : Focused on the Moderating Effect of IT Capability

서비스혁신 전략과 비즈니스 전략 간 연계와 정보기술 역량의 조절효과에 관한 연구

  • 유현선 (고려대학교 경영학과 정보통신전략센터) ;
  • 이재남 (고려대학교 경영대학)
  • Received : 2015.01.09
  • Accepted : 2015.04.13
  • Published : 2015.06.30
Download PDF
⟨ Previous Next ⟩

Abstract

Service innovation is considered a new way to gain competitive advantage and enhance firm performance. However, service innovation does not always guarantee the desired outcome. The effective organization and management of well-planned service innovation practices, which are consistent with the firm's business environment, become a critical challenge for service innovation success. In addition, an increasing number of studies have focused on the role of information technology (IT) capability in service innovations. Most studies on service innovation have focused on the influences of the strategic alignment and IT capability separately. In contrast, the current study combines them by investigating the positive moderating effect of IT capability on the alignment between business strategy and service innovation strategy. Based on data collected from 183 service firms in Korea, we first explore the effect of service innovation strategies when coupled with different business strategies on better firm performance. We then investigate the moderating effect of IT capability on the relationship between strategic alignments and firm performance. Empirical evidence indicates that a synergistic effect between alignment and IT capability on firm performance exists. Firms that have aligned service innovation strategy with business strategy should consider improving their organizational IT capability to ensure substantial leverage.

Keywords

References

  1. Aiken, L.S. and S.G. West, "Multiple Regression : Testing and Interpreting Interactions", Sage, 1991.
  2. Anand, V., C.C. Manz, and W.H. Glick, "An Organizational Memory Approach to Information Management", Academy of Management Review, Vol.23, No.4, 1998, 796-809. https://doi.org/10.5465/AMR.1998.1255639
  3. Argyres, N.S., "The Impact of Information Technology on Coordination : Evidence from the B-2 Stealth Bomber", Organization Science, Vol.10, No.2, 1999, 162-180. https://doi.org/10.1287/orsc.10.2.162
  4. Avlonitis, G.J., P.G. Papastathopoulou, and S.P. Gounaris, "An Empirically Based Typology of Product Innovativeness for New Financial Services : Success and Failure Scenarios", Journal of Product Innovation Management, Vol.18, No.5, 2001, 324-342. https://doi.org/10.1016/S0737-6782(01)00102-3
  5. Babbie, E.R., Survey Research Methods, Belmont, CA : Wadsworth Publishing Company, Inc., 1973, 142-144.
  6. Baker, D.D. and J.B. Cullen, "Administrative Reorganization And Configurational Context : The Contingent Effects of Age, Size, and Change in Size", Academy of Management Journal, Vol.36, No.6, 1993, 1251-1277. https://doi.org/10.2307/256811
  7. Bakos, J.Y. and M.E. Treacy, "Information Technology and Corporate Strategy : A Research Perspective", MIS Quarterly, Vol.10, No.2, 1986, 107-119. https://doi.org/10.2307/249029
  8. Barua, A., C.H.S. Lee, and A.B. Whinston, "Incentives and Computing Systems for Team-Based Organizations", Organization Science, Vol.6, No.4, 1995, 487-504. https://doi.org/10.1287/orsc.6.4.487
  9. Bharadwaj, A.S., "A Resource-Based Perspective on Information Technology Capability and Firm Performance : An Empirical Investigation", MIS Quarterly, Vol.24, No.1, 2000, 169-196. https://doi.org/10.2307/3250983
  10. Bhatt, G.D. and V. Grover, "Types of Information Technology Capabilities and Their Role in Competitive Advantage : An Empirical Study", Journal of Management Information Systems, Vol.22, No.2, 2005, 253-277. https://doi.org/10.1080/07421222.2005.11045844
  11. Blazevic, V. and A. Lievens, "Learning During the New Financial Service Innovation Process : Antecedents and Performance Effects", Journal of Business Research, Vol.57, No.4, 2004, 374-391. https://doi.org/10.1016/S0148-2963(02)00272-2
  12. Brislin, R.W., "Translation and content analysis of oral and written material", Handbook of Cross-Cultural Psychology, Vol.2, No.2, 1980, 349-444.
  13. Brynjolfsson, E. and L.M. Hitt, "Beyond Computation : Information Technology, Organizational Transformation and Business Performance", Journal of Economic Perspectives, Vol.14, No.4, 2000, 23-48. https://doi.org/10.1257/jep.14.4.23
  14. Burns, T. and G.M. Stalker, "The management of Innovation, University of Illinois at Urbana-Champaign's Academy for Entrepreneurial Leadership", Historical Research Reference in Entrepreneurship, 1961.
  15. Bygstad, B. and G. Lanestedt, "ICT Based Service Innovation A Challenge for Project Management", International Journal of Project Management, Vol.27, No.3, 2009, 234-242. https://doi.org/10.1016/j.ijproman.2007.12.002
  16. Chandler, A.D., "Strategy and Structure : Chapters in the History of the Indusutrial Enterprise", Cambrige, MIT Press, 1962.
  17. Chen, J.S., H.T. Tsou, and A.Y.H. Huang, "Service Delivery Innovation", Journal of Service Research, Vol.12, No.1, 2009, 36-55. https://doi.org/10.1177/1094670509338619
  18. Cool, K. and D. Schendel, "Performance Differences Among Strategic Group Members", Strategic Management Journal, Vol.9, No.3, 2006, 207-223. https://doi.org/10.1002/smj.4250090302
  19. Cooper, R.G. and S.J. Edgett, "Product Development for the Service Sector : Lessons from Market Leaders" Basic Books, 1999.
  20. Cooper, R.G., S.J. Edgett, and E.J. Kleinschmidt, "New product portfolio management : Practices and performance", Journal of Product Innovation Management, Vol.16, No.4, 1999, 333-351. https://doi.org/10.1016/S0737-6782(99)00005-3
  21. Davenport, T.H. and L. Prusak, "Information Ecology : Mastering the Information and Knowledge Environment", Oxford University Press, 1997.
  22. De Jong, J.P.J., A. Bruins, W. Dolfsma, and J. Meijaard, "Innovation in Service Firms Explored: What, How and Why?", EIM Business Policy Research, Strategic Study, 2003, 18.
  23. Den Hertog, P., "Knowledge-Intensive Business Services As Co-producers of Innovation", International Journal of Innovation Management, Vol.4, No.4, 2000, 491-528. https://doi.org/10.1142/S136391960000024X
  24. Den Hertog, P., W. Van der Aa, and M.W. De Jong, "Capabilities for Managing Service Innovation : Towards a Conceptual Framework", Journal of Service Management, Vol.21, No.4, 2010, 490-514. https://doi.org/10.1108/09564231011066123
  25. Desanctis, G. and P. Monge, "Introduction to the special issue : Communication processes for virtual organizations", Organization Science, Vol.10, No. 6, 1999, 693-703. https://doi.org/10.1287/orsc.10.6.693
  26. Dewett, T. and G.R. Jones, "The Role of Information Technology in the Organization : A Review, Model, and Assessment", Journal of Management, Vol.27, No.3, 2001, 313-346. https://doi.org/10.1177/014920630102700306
  27. Edvardsson, B., "Quality in New Service Development : Key Concepts and a Frame of Reference", International Journal of Production Economics, Vol.52, No.1, 1997, 31-46. https://doi.org/10.1016/S0925-5273(97)80765-7
  28. Fang, E., "Customer Participation and the Trade-Off Between New Product Innovati veness and Speed to Market", Journal of Marketing, Vol.72, No.4, 2008, 90-104. https://doi.org/10.1509/jmkg.72.4.90
  29. Fang, E., R.W. Palmatier, and K.R. Evans, "Influence of Customer Participation on Creating and Sharing of New Product Value", Journal of the Academy of Marketing Science, Vol.36, No.3, 2008, 322-336. https://doi.org/10.1007/s11747-007-0082-9
  30. Fitzsimmons, J.A. and M.J. Fitzsimmons, "Service Management : Operations, Strategy, and Information Technology", Irwin/Mc-Graw-Hill, 2006.
  31. Frambach, R.T., J. Prabhu, and T.M.M. Verhallen, "The Influence of Business Strategy on New Product Activity : The Role of Market Orientation", International Journal of Research in Marketing, Vol.20, No.4, 2003, 377-397. https://doi.org/10.1016/j.ijresmar.2003.03.003
  32. Frow, P., Payne, A. Wilkinson, L.F and L. Young, "Customer Management and CRM : Addressing the Dark Side", Journal of Services Marketing, Vol.25, No.2, 2011, 79-89. https://doi.org/10.1108/08876041111119804
  33. Gallouj, F. and O. Weinstein, "Innovation in Services", Research Policy, Vol.26, No.4, 1997, 537-556. https://doi.org/10.1016/S0048-7333(97)00030-9
  34. Gebauer, H., R. Krempl, E. Fleisch and T. Friedli, "Innovation of Product-Related Services", Managing Service Quality, Vol.18, No.4, 2008, 387-404. https://doi.org/10.1108/09604520810885626
  35. Goldstein, S.M., R. Johnston, J.A. Duffy, and J. Rao, "The Service Concept : The Missing Link in Service Design Research?", Journal of Operations Management, Vol. 20, No.2, 2002, 121-134. https://doi.org/10.1016/S0272-6963(01)00090-0
  36. Griffin, A., "PDMA Research on New Product Development Practices : Updating Trends and Benchmarking Best Practices", Journal of Product Innovation Management, Vol.14, No.6, 1997, 429-458. https://doi.org/10.1016/S0737-6782(97)00061-1
  37. Hair, J.F., R.E. Anderson, R.L. Tatham, and C. William, "Multivariate Data Analysis", 7th ed, NJ: Prentice Hall Englewood Cliffs, 1998.
  38. Henderson, J.C. and N. Venkatraman, "Strategic Alignment : Leveraging Information Technology for Transforming Organizations", IBM Systems Journal, Vol.32, No.1, 1994, 4-16.
  39. Holland, C., G. Lockett, and I. Blackman, "Planning for Electronic Data Interchange", Strategic Management Journal, Vol.13, No.7, 1992, 539-550. https://doi.org/10.1002/smj.4250130706
  40. Homburg, D.C., M. Fassnacht, and C. Guenther, "The Role of Soft Factors in Implementing a Service-Oriented Strategy in Industrial Marketing Companies", Journal of Business to Business Marketing, Vol. 10, No.2, 2003, 23-51. https://doi.org/10.1300/J033v10n02_03
  41. Huber, G.P., "A Theory of the Effects of Advanced Information Technologies on Organizational Design, Intelligence, and Decision Making", Academy of Management Review, Vol.15, No.1, 1990, 47-71. https://doi.org/10.5465/AMR.1990.4308227
  42. Hunt, S.D. and R.M. Morgan, "The Comparative Advantage Theory of Competition", Journal of Marketing, Vol.59, No.2, 1995, 1-15. https://doi.org/10.2307/1252069
  43. Ittner, C.D. and D. Larcker, "Innovations in Performance Measurement : Trends and Research Implications", Journal of Management Accounting Research, Vol.10, 1998, 205-238.
  44. Jaccard, J., C.K. Wan, and R. Turrisi, "The Detection and Interpretation of Interaction Effects Between Continuous Variables in Multiple Regression", Multivariate Behavioral Research, Vol.25, No.4, 1990, 467-478. https://doi.org/10.1207/s15327906mbr2504_4
  45. Jackson, C., "Building a competitive advantage through information technology", Long Range Planning, Vol.22, No.4, 1989, 29-39. https://doi.org/10.1016/0024-6301(89)90079-4
  46. Joshi, K., "Cross-Functional Integration : The Role of Information Systems", Journal of Information Technology Management, Vol.9, No.3, 1998, 21-30.
  47. Kellogg, D.L., W.E. Youngdahl, and D.E. Bowen, "On the Relationship Between Customer Participation and Satisfaction : Two Frameworks", Journal of Service Management, Vol.8, No.3, 1997, 206-219.
  48. Kim, L. and Y. Lim, "Environment, Generic Strategies, and Performance in a Rapidly Developing Country : A Taxonomic Approach", Academy of Management Journal, Vol.31, No.4, 1988, 802-827. https://doi.org/10.2307/256339
  49. Kim, K.S. and S.Y. Jeong, "An Exploratory Research on the Adoption of Service Science in the MICE Industry", Journal of Information Technology Service, Vol.10, No.3, 2011, 231-242. https://doi.org/10.3923/itj.2011.231.238
  50. Lado, A.A. and M.J. Zhang, "Expert Systems, Knowledge Development and Utilization, and Sustained Competitive Advantage : A resource-based model", Journal of Management, Vol.24, No.4, 1998, 489-509. https://doi.org/10.1177/014920639802400402
  51. Leavy, B., "The Concept of Learning in the Strategy Field Review and Outlook", Management Learning, Vol.29, No.4, 1998, 447-466. https://doi.org/10.1177/1350507698294004
  52. Lee. S.J., "Service Identification for Service Science", Journal of Information Technology Service, Vol. 6, No.3, 2007, 209-224.
  53. Lee, Y., S. Kim, and H. Lee, "The Impact of Service R&D on The Performance of Korean Information Communication Technology Small and Medium Enterprises", Journal of Engineering and Technology Management, Vol.28, No.1, 2011, 77-92. https://doi.org/10.1016/j.jengtecman.2010.12.005
  54. Lind, M.R. and R.W. Zmud, "Improving Interorganizational Effectiveness Through Voice Mail Facilitation of Peer-To-Peer Relationships", Organization Science, Vol.6, No.4, 1995, 445-461. https://doi.org/10.1287/orsc.6.4.445
  55. Low, J. and T. Siesfeld, "Measures That Matter : Non-Financial Performance", Strategy and Leadership, Vol.26, No.2, 1998, 24-38. https://doi.org/10.1108/eb054615
  56. Martins, L.L. and A. Kambil, "Looking Back and Thinking Ahead : Effects of Prior Success on Managers' Interpretations of New Information Technologies", Academy of Management Journal, Vol.42, No.6, 1999, 652-661. https://doi.org/10.2307/256986
  57. Menor, L.J. and A.V. Roth, "New Service Development Competence in Retail Banking : Construct Development and Measurement Validation", Journal of Operations Management, Vol.25, No.4, 2007, 825-846. https://doi.org/10.1016/j.jom.2006.07.004
  58. Miles, R.E., C.C. Snow, A.D. Meyer, and H.J. Coleman, "Organizational Strategy, Structure, and Process", Academy of Management Review, Vol.3, No.3, 1978, 546-562. https://doi.org/10.5465/AMR.1978.4305755
  59. Milgate, M., "Alliances, Outsourcing, and the Lean Organization", Quorum Books, 2001.
  60. Milgrom, P. and J. Roberts, "Complementarities and Fit Strategy, Structure, and Organizational Change in Manufacturing", Journal of Accounting and Economics, Vol.19, No.2, 1995, 179-208. https://doi.org/10.1016/0165-4101(94)00382-F
  61. Miller, D., "Configurations of Strategy and Structure : Towards a Synthesis", Strategic Management Journal, Vol.7, No.3, 1986, 233-249. https://doi.org/10.1002/smj.4250070305
  62. Miller, D., "The Structural and Environmental Correlates of Business Strategy", Strategic Management Journal, Vol.8, No.1, 1987, 55-76. https://doi.org/10.1002/smj.4250080106
  63. Miller, D. and P.H. Friesen, "Porter's(1980) Generic Strategies and Performance : An Empirical Examination with American Data Part II : Performance Implications", Organization Studies, Vol.7, No.3, 1986, 255-261. https://doi.org/10.1177/017084068600700303
  64. Mills, P.K., "Managing Service Industries : Organizational Practices in a Postindustrial Economy", Cambridge : Ballinger Publishing Company, 1986.
  65. Mitchell, V.L. and R.W. Zmud, "The Effects of Coupling IT and Work Process Strategies in Redesign Projects", Organization Science, Vol.10, No.4, 1999, 424-438. https://doi.org/10.1287/orsc.10.4.424
  66. Moore, G.C. and I. Benbasat, "Development of an Instrument to Measure the Perceptions of Adopting an Information Technology Innovation", Information Systems Research, Vol.2, No.3, 1991, 192-222. https://doi.org/10.1287/isre.2.3.192
  67. Morton, M.S.S., "Information Technology and Corporate Strategy", Strategy and Leadership, Vol.16, No.5, 1988, 28-31. https://doi.org/10.1108/eb054234
  68. Neo, B.S., "Factors Facilitating the Use of Information Technology for Competitive Advantage : An Exploratory Study", Information and Management, Vol.15, No.4, 1988, 191-201. https://doi.org/10.1016/0378-7206(88)90045-6
  69. Neu, W.A. and S.W. Brown, "Forming Successful Business-To-Business Services in Goods-Dominant Firms", Journal of Service Research, Vol.8, No.1, 2005, 3-17. https://doi.org/10.1177/1094670505276619
  70. Peppard, J. and J. Ward, "Beyond Strategic Information Systems : Towards an IS Capability", Journal of Strategic Information Systems, Vol.13, No.2, 2004, 167-194. https://doi.org/10.1016/j.jsis.2004.02.002
  71. Pickering, J.M. and J.L. King, "Hard Wiring Weak Ties : Interorganizational Computer-Mediated Communication, Occupational Communities, and Organizational Change", Organization Science, Vol.6, No. 4, 1995, 479-486. https://doi.org/10.1287/orsc.6.4.479
  72. Porter, M., "Competitive Strategy : Techniques for Analyzing Industires and Competitors", New York : Free Press, 1980.
  73. Porter, M. and V.E. Millar, "How Information Gives You Competitive Advantage", Harvard Business Review, 1985.
  74. Quinn, C., "How Leading-edge Companies are Marketing, Selling, and Fulfilling Over the Internet", Journal of Interactive Marketing, Vol.13, No.4, 2000, 39-50. https://doi.org/10.1002/(SICI)1520-6653(199923)13:4<39::AID-DIR4>3.0.CO;2-5
  75. Ravichandran, T. and C. Lertwongsatien, "Effect of Information Systems Resources and Capabilities on Firm Performance : A Resource-Based Perspective", Journal of Management Information Systems, Vol. 21, No.4, 2005, 237-276. https://doi.org/10.1080/07421222.2005.11045820
  76. Reger, R.K., I.M. Duhaime, and J.L. Stimpert, "Deregulation, Strategic Choice, Risk and Financial Performance", Strategic Management Journal, Vol.13, No.3, 1992, 189-204. https://doi.org/10.1002/smj.4250130303
  77. Ring, P.S. and A.H. Van de Ven, "Developmental Processes of Cooperative Interorganizational Relationships", Academy of Management Review, Vol.19, No.1, 1994, 90-118. https://doi.org/10.5465/AMR.1994.9410122009
  78. Santhanam, R. and E. Hartono, "Issues in Linking Information Technology Capability to Firm Performance", Vol.27, No.1, MIS Quarterly, 2003, 125-153. https://doi.org/10.2307/30036521
  79. Sarbaugh-Thompson, M. and M.S. Feldman, "Electronic Mail and Organizational Communication : Does Saying Hi Really Matter?", Organization Science, Vol.9, No.6, 1998, 685-698. https://doi.org/10.1287/orsc.9.6.685
  80. Shih, H.A. and Y.H. Chiang, "Strategy Alignment Between HRM, KM, and Corporate Development", International Journal of Manpower, Vol.26, No.6, 2005, 582-603. https://doi.org/10.1108/01437720510625476
  81. Shortell, S.M. and E.J. Zajac, "Perceptual and Archival Measures of Miles and Snow's Strategic Types : A Comprehensive Assessment of Reliability and Validity", Academy of Management Journal, Vol.33, No.4, 1990, 817-832. https://doi.org/10.2307/256292
  82. Slater, S.F. and J.C. Narver, "Does Competitive Environment Moderate the Market Orientation-Performance Relationship?", Journal of Marketing, Vol.58, No.1, 1994, 46-55. https://doi.org/10.2307/1252250
  83. Snow, C.C. and D.C. Hambrick, "Measuring Organizational Strategies : Some Theoretical and Methodological Problems", Academy of Management Review, Vol.5, No.4, 1980, 527-538. https://doi.org/10.5465/AMR.1980.4288955
  84. Surez, F.F. and J.M., Utterback, "Dominant Designs and the Survival of Firms", Strategic Management Journal, Vol.16, No.6, 1995, 415-430. https://doi.org/10.1002/smj.4250160602
  85. Sundbo, J., "Management of Innovation in Services", Service Industries Journal, Vol.17, No.3, 1997, 432-455. https://doi.org/10.1080/02642069700000028
  86. Sutcliffe, K.M. and G.P Huber, "Firm and Industry as Determinants of Executive Perceptions of the Environment", Strategic Management Journal, Vol.19, No.8, 1998, 793-807. https://doi.org/10.1002/(SICI)1097-0266(199808)19:8<793::AID-SMJ980>3.0.CO;2-Y
  87. Thatcher, M.E. and J.R. Oliver, "The Impact of Technology Investments on a Firm's Production Efficiency, Product Quality, and Productivity", Journal of Management Information Systems, Vol.18, No.2, 2001, 17-46. https://doi.org/10.1201/1078/43196.18.3.20010601/31286.3
  88. Thompson, J.D., "Organizations in Action : Social Science Bases of Administrative Theory", Transaction Pub, 1967.
  89. Tinnil, M. and A.P.J. Vepslinen, "A Model for Strategic Repositioning of Service Processes", International Journal of Service Industry Management, Vol.6, No.4, 1995, 57-80. https://doi.org/10.1108/09564239510096902
  90. Utterback, J.M., "Mastering the Dynamics of Innovation", Harvard Business Press, 1996.
  91. Vargo, S.L. and R.F. Lusch, "Evolving to a New Dominant Logic for Marketing", Journal of Marketing, Vol.68, No.1, 2004, 1-17. https://doi.org/10.1509/jmkg.68.1.1.24036
  92. Venkatraman, N., "The Concept of Fit in Strategy Research : Toward Verbal and Statistical Correspondence", Academy of Management Review, Vol.14, No.3, 1989, 423-444. https://doi.org/10.5465/AMR.1989.4279078
  93. Venkatraman, N., J.C. Henderson, and S. Oldach, "Continuous Strategic Alignment : Exploiting Information Technology Capabilities for Competitive Success", European Management Journal, Vol.11, No.2, 1993, 139-149. https://doi.org/10.1016/0263-2373(93)90037-I
  94. Weill, P., M. Subramani, and M. Broadbent, "Building IT Infrastructure for Strategic Agility", MIT Sloan Management Review, Vol.44, No.1, 2002, 57-65.
  95. Weisband, S.P., S.K. Schneider and T. Connolly, "Computer-Mediated Communication and Social Information : Status Salience and Status Differences", Academy of Management Journal, Vol.38, No.4, 1995, 1124-1151. https://doi.org/10.2307/256623
  96. Woodward, J., S. Dawson, and D. Wedderburn, "Industrial Organization : Theory and Practice", 3rd ed, London : Oxford University Press, 1965.
  97. Yates, J., W.J. Orlikowski, and K. Okamura, "Explicit and Implicit Structuring of Genres in Electronic Communication : Reinforcement and Change of Social Interaction", Organization Science, Vol.10, No.1, 1999, 83-103. https://doi.org/10.1287/orsc.10.1.83
  98. Zahra, S.A. and A.P. Nielsen, "Sources of Capabilities, Integration and Technology Commercialization", Strategic Management Journal, Vol.23, No.5, 2002, 377-398. https://doi.org/10.1002/smj.229
  99. Zajac, E.J. and M.H. Bazerman, "Blind Spots in Industry and Competitor Analysis : Implications of Interfirm (mis) Perceptions for Strategic Decisions", Academy of Management Review, Vol.16, No.1, 1991, 37-56. https://doi.org/10.5465/AMR.1991.4278990
  100. Zhang, M.J., "Information Systems, Strategic Flexibility and Firm Performance : An Empirical Investigation", Journal of Engineering and Technology Management, Vol.22, No.3, 2005, 163-184. https://doi.org/10.1016/j.jengtecman.2005.06.003