Cultivating product innovation performance through creativity: the impact of organizational agility and flexibility under technological turbulence

Abstract

Purpose

This study is to compare the impact of organizational agility and flexibility on performance of each type of product innovation (radical vs incremental innovation). Additionally, the moderating effect of technological turbulence on the relationship between the two types of organization is examined.

Design/methodology/approach

Based on gaps in the existing literature, the survey data are collected from managers who are in charge of developing new products in three industries: food and beverage, chemical and machinery (N = 431). Confirmatory factory analysis is used to verify measurement items and regression analysis is used to test hypotheses.

Findings

The results show that organizational agility increases performance in radical innovation both in a certain situation and an environment with technological turbulence. In contrast, the impact of organizational flexibility is limited to increasing performance in both radical and incremental innovation performance in a certain situation.

Originality/value

Our study extends the knowledge of organizational agility and flexibility in the domain of product innovation. Adaptation of organization to respond the technological turbulence will stimulate creativity of new product development teams to produce new useful ideas and transform these ideas to product innovation. The different types of organizing a new product development team to handle technological turbulence will provide different results in product innovation performance. In addition, the findings provide a recommendation on how the organization of a new product development team can improve performance in each type of product innovation under technological turbulence.

Citation

Puriwat, W. and Hoonsopon, D. (2022), "Cultivating product innovation performance through creativity: the impact of organizational agility and flexibility under technological turbulence", Journal of Manufacturing Technology Management, Vol. 33 No. 4, pp. 741-762. https://doi.org/10.1108/JMTM-10-2020-0420