New Product Creativity Antecedents and Consequences: Evidence from South Korea, Japan, and China
New Product Creativity Antecedents and Consequences: Evidence from South Korea, Japan, and China
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DOI：
10.1111/jpim.12436
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发表时间：
2018-11
影响因子：
10.5
通讯作者：
Cheryl Nakata;Gaia Rubera;Subin Im;J. Pae;Hyun-Jung Lee;Naoto Onzo;Heung-soo Park
中科院分区：
文献类型：
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作者：
Cheryl Nakata;Gaia Rubera;Subin Im;J. Pae;Hyun-Jung Lee;Naoto Onzo;Heung-soo Park
新产品的创造力是公司非常渴望的。然而，企业面临的问题是如何将创造力注入新产品，以及它是否会在更强大的产品性能中获得回报。为了解决这些问题，在新产品经理中进行了一项关于创造力的关键前因和后果的调查。基于新产品文献中发现的差距，本研究考察了几种组织文化（市场导向）、领导力（高层管理人员参与和冒险鼓励）和国家文化（世俗主义和生存主义）的前因，沿着新产品绩效的后果。重要的是，要发现潜在的复杂的细微差别，在创造力的动态，以前可能被忽视，创造力结构分解成新奇和有意义的尺寸，曲线关系的可能性与前因和后果进行了调查。该研究也是第一个基于地理而不是单个国家的创造力研究之一，特别是韩国，日本和中国的集群。在前因方面，本研究发现客户导向，跨职能整合，高层管理人员参与和文化世俗主义对创造力的意义成分有积极的线性影响，而高层管理者的风险承担和文化生存主义则有负面影响。相反，跨职能整合和高层管理者的风险承担对创造力的新奇成分有负面的曲线影响。与意义性相似，文化世俗主义和生存主义分别对新奇产生积极和消极的影响。在结果方面，意义对新产品性能有积极的线性影响，而新奇的贡献反映了一个倒U型关系。这一发现是值得注意的，因为之前的研究质疑新奇是否有帮助。这些发现解释了基于简单线性和聚合效应的先前关于创造力的混合结果，以及发现新的驱动因素和结果。文章最后对企业如何提高创造力并从中受益提出了理论和管理上的启示。
Creativity in new products is highly coveted by firms. However, businesses are faced with questions of how to inject creativity into new products, and whether it pays off in stronger product performance. To address these questions, a survey on key antecedents and consequences of creativity was conducted among new product managers. Based on gaps identified in the new product literature, this study examines several organizational culture (market orientation), leadership (top management involvement and risk‐taking encouragement), and national culture (secularism and survivalism) antecedents, along with new product performance consequences. Importantly, to uncover potentially complex nuances in creativity dynamics that may have been previously overlooked, the creativity construct is decomposed into novelty and meaningfulness dimensions, and the possibility of curvilinear relationships with antecedents and consequences are investigated. The study is also one of the first creativity studies based on a geography rather than a single country, specifically the cluster of South Korea, Japan, and China.In terms of antecedents, this study finds customer orientation, cross‐functional integration, top management involvement, and cultural secularism have positive linear effects on creativity's meaningfulness component, whereas top management risk taking and cultural survivalism have a negative effect. In contrast, cross‐functional integration and top management risk taking have a negative curvilinear influence on creativity's novelty component. Similar to meaningfulness, cultural secularism and survivalism have positive and negative impacts on novelty, respectively. Regarding consequences, meaningfulness has a positive linear influence on new product performance, while novelty's contribution reflects an inverted U‐shaped relationship. This finding is notable in light of previous studies that question whether novelty is helpful at all. These findings explain prior mixed results on creativity based on simple linear and aggregated effects, as well as discover new drivers and outcomes. The article concludes with theoretical and managerial implications about how firms can enhance and benefit from creativity.