온라인 게임회사의 전략적 양면성: 엔씨소프트의 활용과 탐험

Abstract

ABSTRACT This research analyzed the case of Ncsoft to study the organizational learning, exploitation and exploration that create dynamic capability in hypercompetitive environment. First of all, we demonstrated the activities of exploitation and exploration in Ncsoft according to the life cycle of online game industry. An exploitation related to routine, learning and fit with existing environment brings about incremental innovation. In contrast, an exploration associated with non-learning, flexibility with changing environment results in radical innovation. We examined them based on the life cycle of its various game services. NCsoft that built the leading position in online game industry focused the exploitation activities at the stage of beginning period and growth, whereas NCsoft has increased the activities of exploration at period of mature. In addition, the firm conducts an exploration for its brand new game services and R&D. Conversely, An exploitation is conducted for sustainable updating of patch service and marketing and system building. The result implies that online game companies create sustainable competitive advantage using the balance between exploitation and exploration.Keywords : Online game(온라인 게임), Exploitation(활용), Exploration(탐색), Dynamic capability(동태적 역량), Innovation(혁신)