Exploring new product development team problem-solving creativity in the base of the pyramid B2B firms
Journal article
Getnet, Hailu, O’Cass, Aron, Siahtiri, Vida and Ahmadi, Hormoz. (2024). Exploring new product development team problem-solving creativity in the base of the pyramid B2B firms. Journal of Business and Industrial Marketing. 39(5), pp. 889-901. https://doi.org/10.1108/JBIM-08-2022-0365
Authors | Getnet, Hailu, O’Cass, Aron, Siahtiri, Vida and Ahmadi, Hormoz |
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Abstract | Purpose: 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). Design/methodology/approach: 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. Findings: 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. Originality/value: 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. |
Keywords | Base of the pyramid; NPD; Problem-solving creativity; Ambidextrous leadership; Role ambiguity |
Year | 01 Jan 2024 |
Journal | Journal of Business and Industrial Marketing |
Journal citation | 39 (5), pp. 889-901 |
Publisher | Emerald Group Publishing Limited |
ISSN | 0885-8624 |
Digital Object Identifier (DOI) | https://doi.org/10.1108/JBIM-08-2022-0365 |
Web address (URL) | https://www.emerald.com/insight/content/doi/10.1108/JBIM-08-2022-0365/full/html |
Open access | Published as non-open access |
Research or scholarly | Research |
Page range | 889-901 |
Publisher's version | License All rights reserved File Access Level Controlled |
Output status | Published |
Publication dates | |
Online | 09 Nov 2023 |
Publication process dates | |
Accepted | 25 Sep 2023 |
Deposited | 21 Jun 2024 |
Additional information | © Emerald Publishing Limited |
Place of publication | United Kingdom |
https://acuresearchbank.acu.edu.au/item/9098y/exploring-new-product-development-team-problem-solving-creativity-in-the-base-of-the-pyramid-b2b-firms
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