New product creativity antecedents and consequences: evidence from South Korea,
Japan, and China
Nakata, Rubera, Im, Pae, Lee, Onzo & Park
- What are the drivers of new product creativity and does creativity enhance product
- This study examines three organizational culture factors (customer orientation,
competitor orientation, cross-functional integration), two leadership characteristics
(top management involvement, top management risk-taking encouragement), two
national culture dimensions (traditional-secular and survival-expression) as possible
antecedents, and one performance outcome (new product performance) as a
New product creativity
- Two components of new product creativity:
o Novelty: the degree to which the new product is unique relative to
o Meaningfulness: the extent to which a new product is appropriate and useful
relative to competitors’ products.
Organizational culture and top management leadership antecedents
- Chief among drivers of creativity is organizational culture, without which employees
are unwilling to engage in the complex coordination demanded by creative acts.
- Three organizational culture elements:
o Customer orientation.
o Competitor orientation.
o Cross-functional integration.
- Top management leadership has a pivotal role in fostering the creativity of
subordinates. Two leadership elements:
o Top management involvement.
o Top management risk-taking encouragement.
National culture antecedents
- National culture has a prominent influence on innovation through values,
inclinations, and mindsets.
- Inglehart (1997) posits that societal values are linked to economic development. Two
Traditional values: associated with agrarian societies where religion
often plays a central role, accompanied by a high regard for authority.
Secular values: industrialized sociaties; relativism, openness.
Survival values: people are concerned with existential security and
materialistic interests are strong.