[경영상식] 붉은 여왕의 가설

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붉은 여왕의 가설은 계속해서 노력하지 않으면 결국은 경쟁 상대를 이기지 못해 도태되는 현상을 뜻한다. 붉은 여왕의 달리기 혹은 붉은 여왕의 효과라고도 불리는 이 가설은 『거울 나라의 앨리스(Through the Looking-Glass)』에 나오는 장면에서 유래되었다. 앨리스가 나무 아래에서 숨을 헐떡이며 뛰어가지만, 결코 나무에서 벗어나지 못하자 붉은 여왕에게 질문을 던진다. “계속해서 뛰는데 왜 나는 제자리인거죠?” 그러자 붉은 여왕은 제자리에 있고 싶으면 끊임없이 뛰어야 하며, 그 자리를 벗어나 앞서 가고 싶으면 지금 뛰는 속도의 2배 이상으로 달려야 한다고 답한다. 즉 붉은 여왕이 지배하는 거울 나라는 한 사물이 움직이는 만큼 주위의 환경 역시 그 속도에 맞춰서 움직이는 법칙에 의해 지배되고 있었던 것이다. 

앨리스의 이야기는 미국의 진화생물학자인 밴 베일런(Leigh Van Valen, 1935~2010)에 의해 가설로 발전했다. 그는 해양 화석을 연구하던 중 멸종이 된 생물 대부분은 환경에 적응하지 못해 이러한 결과에 이르게 되었다는 사실을 알게 되었다. 그러나 환경에 적응했더라도 그 자리에 안주하면 그 생물 역시 도태되고 멸종에 이르게 될 수밖에 없다. 또 다른 종들도 그 환경에 적응하며 다른 종들과 경쟁을 하기 때문이다. 즉 앨리스의 이야기를 지속적인 진화 경쟁에 참여하지 않으면 결국 뒤쳐져 멸종에 이르게 된다는 원리와 연관시켜 발표한 것이다. 이러한 내용을 바탕으로 완성된 ‘지속소멸의 법칙’은 우리에게 익숙한 개념인 ‘적자생존(適者生存)’의 발판을 마련한 셈이다.

이렇듯 붉은 여왕의 가설은 과학과 관련해 진화학 뿐만 아니라 이후 경영학, 물리학 등 다양한 학계에서 인용되고 있다. 특히 진화학자들은 도도새의 멸종을 통해 이 가설을 쉽게 설명한다. 16세기 초 모리셔스 섬에 살던 도도새는 포르투갈인들의 무분별한 사냥으로 단기간 안에 사라지게 되었다. 오랜 기간 동안 천적 없이 살다보니 공격성이 전혀 없는 상태였기 때문에 낯선 선원을 보았어도 아무런 경계심을 보이지 않았던 것이다. 비슷한 사례로 1900년대 후반부터 필름으로 큰 인기를 얻은 코닥(Kodak) 회사는 이어 디지털 카메라를 최초로 발명했다. 그러나 필름의 선풍적 인기로 당장 얻을 수 있는 이익 때문에 디지털 카메라의 출시를 유보했다. 그러나 곧 경쟁 회사가 연이어 디지털 카메라를 출시하면서 결국 파산에 이르게 되었다.


The Red Queen hypothesis

The Red Queen’s Hypothesis refers to the phenomenon that if you don’t keep trying, you’ll eventually lose out to your competition. Also known as the Red Queen’s run or the Red Queen’s effect, this hypothesis comes from a scene in Alice Through the Looking-Glass, where Alice runs breathlessly under a tree but never gets out of it. When Alice runs gasping for breath under a tree, but never gets out of it, she asks the Red Queen a question. “If you keep running, why do I stay in place?” The Red Queen replies that if you want to stay in place, you have to keep running, and if you want to get out of place and get ahead, you have to run at least twice as fast as you are running. In other words, the Mirrorland ruled by the Red Queen was governed by the law that the faster an object moves, the faster its surroundings move with it. 

Alice’s story was developed into a hypothesis by the American evolutionary biologist Leigh Van Valen (1935-2010). While studying marine fossils, he realized that most creatures that became extinct did so because they were unable to adapt to their environment. However, even if an organism is adapted to its environment, if it becomes complacent, it will inevitably become extinct because other species will also adapt to its environment and compete with it. In other words, he related Alice’s story to the principle that if an organism does not participate in a continuous evolutionary competition, it will eventually fall behind and become extinct. The law of persistence and extinction laid the groundwork for the familiar concept of survival of the fittest.

The Red Queen’s hypothesis has since been cited in various fields of science, including evolution, management, and physics. In particular, evolutionists use the extinction of the dodo bird to illustrate this hypothesis. At the beginning of the 16th century, the dodo lived on the island of Mauritius, where it disappeared in a short period of time due to indiscriminate hunting by the Portuguese. After living without natural enemies for so long, the birds had no aggression whatsoever, so they didn’t show any alarm when they saw a strange sailor. Similarly, the Kodak company, which became very popular with film in the late 1900s, later invented the first digital camera. However, the company delayed the release of digital cameras because of the immediate profits they could make from the popularity of film, but competitors soon followed suit, eventually driving the company into bankruptcy.

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