Creative process engagement and new product performance: The role of new product development speed and leadership encouragement of creativity

Cong Cheng and Monica Yang

Journal of Business Research, 2019, vol. 99, issue C, 215-225

Abstract: The purpose of this paper is to investigate the processes underlying the relationship between creativity processes and new product performance. Drawing on the literature of new product development (NPD) and organizational creativity, we hypothesize that NPD speed mediates the relationship between creativity processes and new product performance and that encouragement by leadership moderates this mediating model. Using a sample of 245 companies in China, we found that (1) not all components of creativity processes related positively to new product performance. Specifically, information search and encoding (ISE) and idea and alternative generation (IG) are respectively and positively related to new product performance, but problem identification (PI) is not. (2) NPD speed fully mediates the influence of PI and ISE on new product performance, but it only partially mediates the relationship between IG and new product performance. (3) Encouragement by leadership positively moderates the relationship of PI and NPD speed, as well as the relationship of ISE and NPD speed; however, it does not significantly moderate the relationship between IG and NPD speed. The implications of these findings and directions for future research in NPD performance are discussed.

Keywords: Creative process engagement; New product development speed; New product performance; Leadership encouragement of creativity (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (17)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:99:y:2019:i:c:p:215-225

DOI: 10.1016/j.jbusres.2019.02.067

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