학위논문(석사)--서울대학교 대학원 :경영대학 경영학과,2019. 8. 이동기.본 사례연구는 파괴적혁신이론에 입각해 삼성전자 TV부문이 중국 가성비 업체들에게 어떻게 대응했는지 분석하며, 존속적 혁신전략을 취한 삼성전자가 결과적으로 점유율을 방어할 수 있었던 원인을 제시한다. 최근 국내시장에서 다양한 가성비 제품들이 큰 매출을 달성함에 따라, 기존 기업들은 이러한 상황을 타개하고 나아가 사업을 성장시킬 방안을 강구해야 하는 시점이다. 본 논문은 이러한 경쟁양상에 놓인 기업들에게 정보를 제공하기 위해, 삼성전자 TV부문 실무진과의 인터뷰를 통해 중국업체에게 대응하기 위해 삼성전자가 고려했던 기준들을 조사하였다. 또한, 내부적으로 성립된 기준들에 입각해 론칭한 QLED가 종전 대비 더욱 큰 매출을 발생시킴에 따라, TV시장 내에서 존속적 혁신전략에 해당하는 고성능이라는 요인이 중요하게 적용됨을 도출할 수 있었다. 결론적으로, 파괴적 혁신전략에 대응함에 있어 기존의 성능을 격상시켜 재무적 성과를 달성한 기업의 사례를 분석함으로써, 유사한 상황 속에 놓인 실무진들에게 시사점을 전달함에 본 논문의 목적을 둔다.제 1장 서론
제 1절 연구 배경 및 목적 ················································································1
제 2절 연구 필요성 ·························································································2
제 2장 이론적 배경 및 연구 방법
제 1절 이론적 배경 ·························································································4
제 2절 연구 방법 ····························································································6
제 3장 삼성전자 TV 전략 사례
제 1절 삼성과 TV부문 ····················································································8
제 2절 문제 상황 ···························································································9
제 3절 의사결정 기준 ····················································································11
제 4절 성과 ··································································································14
제 4장 사례 분석 ··························································································17
제 1절 삼성의 존속적 혁신전략 선택 원인 ························································17
제 2절 향후 경쟁양상 전망 ·············································································24
제 5장 결론 및 시사점 ···················································································27
참고문헌 ····································································································32
Appendix ····································································································33Maste
