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The purpose of this paper is to investigate the relationship between knowledge acquisition, dissemination, and innovation and new product creativity and to identify different hidden patterns in which knowledge acquisition, dissemination, and innovation affect new product creativity.

The paper employs additivity and variance stabilization analysis.

The new product creativity is significantly related to knowledge management.

The paper implies that if organizations fail to understand the subtle ways by which different dimensions of knowledge acquisition, dissemination, and innovation influence new product creativity, they may fail to harvest the full value of knowledge management in creativity improvement.

It is one of the first to assess the link between knowledge management and new product creativity.

There has been little research discussing the role that new product creativity plays in achieving alliance ambidexterity and how causal ambiguity may be a potential moderator in the association between new product creativity and alliance ambidexterity. The purpose of this study is to identify the contingent role of causal ambiguity and examine the relationships between new product creativity, causal ambiguity and alliance ambidexterity.

In this empirical study, a questionnaire approach is used to collect data, and moderated structural equation modeling is used to test the hypotheses.

The findings indicate that new product creativity has a positive influence on alliance ambidexterity, whereas causal ambiguity moderates these associations. When causal ambiguity increases, the positive impact of new product creativity on alliance ambidexterity is attenuated.

This study integrates the ambidexterity literature and the alliance literature by applying the concept of ambidexterity to a strategic alliance context. The moderating role of causal ambiguity echoes previous research postulating causal ambiguity as a barrier to knowledge transfer in alliances. Given a higher level of causal ambiguity, firms face more difficulty when they attempt to develop new product creativity to achieve the desired level of alliance ambidexterity.

Managers could initiate incentive programs and build supportive environments that facilitate new product creativity. Firms will be capable of elaborating the potential of new product creativity to further facilitate alliance ambidexterity. Managers need to pay attention to causal ambiguity that may have a moderating influence on the relationship between new product creativity and alliance ambidexterity.

This study contributes to the synthesis of new product creativity and alliance ambidexterity and helps scholars and managers to better understand the moderating effect of causal ambiguity in the context of the innovation and ambidexterity literature.

The purpose of this study is to examine tolerance of channel partners’ opportunistic behaviors as a viable governance mechanism and to test contingent transaction benefit and cost factors to determine tolerance of opportunistic behaviors.

Through the theoretical lenses of governance value analysis and transaction cost economics, this study theorizes that a supplier’s tolerance of its reseller’s opportunistic behaviors should depend on transaction benefit factors (e.g. new product creativity and marketing program creativity) and transaction cost factors (e.g. performance ambiguity and opportunity cost). The author empirically tests the moderation model using data from a large-scale survey of 141 mobile phone suppliers in South Korea.

The empirical results largely support the predictions on the moderating effects. For transaction benefit factors, marketing program creativity increases the supplier’s tolerance, while new product creativity does not increase the supplier’s tolerance. For transaction cost factors, the supplier’s concerns about opportunity cost increase the level of tolerance, while performance ambiguity of a business partner decreases the tolerance level.

Theorizing opportunistic behaviors as a policy variable subject to benefit-cost assessment rather than an assumption provides new insights to interfirm governance research.

To the best of the author’s knowledge, this study is the first kind to consider transaction benefit and cost factors together in a single contingency framework in tolerance research. Also, this research provides a new perspective on a microlevel marketing factor (i.e. creativity) as an influential factor in governance mechanisms.

This paper aims to examine the influences of consumer-perceived new-product creativity (NPC) on consumers’ purchase intentions (PIs), along with the mediating effects of NPC meaningfulness between NPC novelty and PI, and between NPC communicableness and PI.

Data were collected through a self-administrated survey approach in the South West of the USA. Hypotheses were tested by using structural equation modeling and a sample consisted of 463 respondents.

The study shows that new-product novelty and communicableness are positively related to consumers’ PIs while new-product meaningfulness mediates these relationships.

This research advances the existing creativity literature by probing the core component among different creativity constructs. The study also contributes to the consumer-behavior literature, which has rarely examined consumers’ perceived creativity.

This research offers theoretical foundations and guidelines for entrepreneurs and small firms to develop new products and promotion strategies. Usefulness as a dominant product/service factor should be emphasized in practice.

A research gap at the interface of new product development and consumer behavior is addressed by investigating the effect of consumer-perceived NPC on consumers’ purchase behaviors.

Opportunity identification is a driving force in the entrepreneurial process, which is particularly dependent on entrepreneurs' creativity to recognize potential or hidden entrepreneurial opportunities. Therefore, the purpose of this paper is to use opportunity recognition and entrepreneurial creativity to cluster typologies of new ventures and to explore their differences on the performance of new ventures.

In total, 300 new ventures are studied from government‐funded incubators in Taiwan including 54 university incubators, six government incubators, and five non‐profit incubators with a 46 percent response rate. The studied new ventures have been established less than ten years and are not yet IPO. One entrepreneurial member from each new venture is selected to represent his or her company to respond to the questionnaire.

Results of cluster analysis, using the dimensions of opportunity recognition and entrepreneurial creativity, reveal four types of new ventures: “passive”, “creativity‐driven”, “opportunity‐driven”, and “proactive”. Results also indicate that the “proactive” new ventures show better performance in entrepreneurial satisfaction and innovative capability.

The new venture typologies have the potential to serve as a benchmark for practitioners as well as a guide for policy‐makers with regard to the varying nature of opportunities and creativity needs by different types of firms. Moreover, the performance of different types of new ventures contributes to the theoretical development regarding entrepreneurial processes of opportunity recognition and entrepreneurial creativity, especially as relevant for new ventures and entrepreneurs with varying characteristics.

The typologies of new ventures have received much less attention in the entrepreneurship literature than in other management fields.

This study aims to investigate the role of team problem-solving creativity in new product development (NPD) in the bottom-of-the-pyramid (BoP) in business-to-business firms. This study synthesizes perspectives from NPD, creativity and leadership to examine how work-related factors such as NPD managers’ role ambiguity and individual-related factors such as CEO’s ambidextrous leadership style interact to determine team problem-solving creativity and its effect on new product performance (NPP).

The hypotheses are tested using data from a multi-informant survey of 274 middle-level managers within 137 local BoP manufacturing firms in a sub-Saharan African country.

The results show that an NPD team’s ability to solve problems creatively determines NPP in BoP markets. The findings also show that NPD managers’ role ambiguity has a negative effect on team problem-solving creativity. However, a CEO’s ambidextrous leadership neutralizes the negative impact of role ambiguity on problem-solving creativity.

This study combines three distinct streams of literature, including NPD, creativity and leadership, to explore the antecedents and outcomes of problem-solving creativity. Drawing on creativity and leadership theories, this study reports that the success of creative idea exchanges depends heavily on a supportive environment for NPD team members and minimizing the NPD manager’s role ambiguity.

In today’s hypercompetitive, digital-first, knowledge-based economy, organizational creativity has never been more important as a potential source of competitive advantage. The foundation stone for every innovation is an idea and all ideas are born of creativity. The innovation process thus starts with creativity and the new ideas it yields are ideally based on insights that will lead ultimately to novel outcomes (such as new products, services, experiences or business models) and thereby to a sustainable competitive advantage. In established businesses, until relatively recently, creativity was called on only for specific, often high-profile occasions, for ‘hackathons’ or for major ‘innovation jams’, but today it is an essential, everyday necessity of routine work. However, attaining the right level of creativity from within is a challenge for many organizations and so they need to establish an appropriate and effective way to import it into their teams, projects and, ultimately, culture. The arts are a pure, unadulterated form of creativity. Mindsets, processes and practices from the arts can give organizational creativity a significant boost and can potentially offset the creative deficit in an organization. Here, the illustrative cases and practices that demonstrate how the arts can have a positive impact on business are examined.

The phenomenon of creativity spans research topics across Marketing and Consumer Behavior. Interest in, and research on, creativity has grown over the past several decades. With this heightened attention comes the question of how best to conceptualize and measure creativity. This question is addressed by reviewing the conceptualizations and measures used in the psychological study of creativity. From this review, we build a framework by which to analyze papers from the Journal of Consumer Research and the Journal of Marketing Research. Based upon this analysis, we provide recommendations and best practices for future research. Of particular importance, we recommend the use of convergent problem-solving tasks in combination with ratings of novelty and usefulness reported separately. Such measures allow one to distinguish between instances of effective-creativity (when an idea is both novel and useful) and instances of quasi-creativity (when an idea is novel but lacks usefulness). The importance of the framework to research and analysis beyond the experimental paradigm is discussed.

The aim of this chapter is to explore to what extent artificial intelligence (AI) could be introduced in new product development (NPD) process to support the decision making from the development to the launch of a new idea. Building on qualitative data from multiple cases from alcohol sector, the study reveals that AI could be introduced to reduce the risk of unsuccessful development and launch of a new product, supporting all the phases by systematically integrating feedbacks from the market. Specifically, AI can be used to create new recipes/flavours for alcohol drinks. Results also show that integrating AI from the idea scoping to the final product launch is feasible with the support of external stakeholders. The chapter concludes with some recommendations for theory and practice.

The aim of this paper is to critique and review the role of individuals and teams in idea generation as part of the overall organisational creativity and innovation process. Key objectives are to determine organisational development needs and research agendas in this area. Organisations continue to emphasise the need for increased creativity and innovation within their employees and markets. However, the literature and organisational practice relating to these areas remains somewhat lacking in regard to the front end of creativity and innovation, namely idea generation. First, this paper briefly reviews the creativity literature from individual and team perspectives, identifying the need for more research into idea generation as part of creativity. Second, this paper reviews the idea generation literature and identifies agendas for further research.