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New Product Creativity: Multi-Level Meta-Analytic Insights and Empirical Generalizations
Type
conference paper
Date Issued
2013-06-04
Author(s)
Abstract
The extant new product creativity (NPC) literature reveals the empirical equivocality with regards to antecedent explanada of NPC as well as the consequential effects of NPC on performance outcomes. This study proposes a multilevel conceptual model to investigate the interactive nature of the relationships between NPC, its antecedents, and consequences. By meta-analysing effect sizes obtained from 58 studies on NPC, the results indicate the overall positive relationship between team, organizational, and market characteristics and NPC, and identify a series of ‘dominant' predictors. Furthermore, our meta-analytic findings indicate that NPC significantly improves new product and firm performance. Finally, the results of a moderator analysis reveal a number of contextual and measurement factors that influence the strength of the NPC - performance relationship.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Lost in Translation: Marketing in an Interconnected World
Publisher
EMAC European Management Association
Publisher place
Brüssel
Start page
7
Event Title
42nd European Marketing Academy (EMAC) Annual Conference
Event Location
Istanbul
Event Date
04.-07.06.2013
Subject(s)
Division(s)
Eprints ID
222038