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
AuthorsGetnet, Hailu, O’Cass, Aron, Siahtiri, Vida and Ahmadi, Hormoz
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.

KeywordsBase of the pyramid; NPD; Problem-solving creativity; Ambidextrous leadership; Role ambiguity
Year01 Jan 2024
JournalJournal of Business and Industrial Marketing
Journal citation39 (5), pp. 889-901
PublisherEmerald Group Publishing Limited
ISSN0885-8624
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 accessPublished as non-open access
Research or scholarlyResearch
Page range889-901
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online09 Nov 2023
Publication process dates
Accepted25 Sep 2023
Deposited21 Jun 2024
Additional information

© Emerald Publishing Limited

Place of publicationUnited Kingdom
Permalink -

https://acuresearchbank.acu.edu.au/item/9098y/exploring-new-product-development-team-problem-solving-creativity-in-the-base-of-the-pyramid-b2b-firms

Log in to edit

Restricted files

Publisher's version

  • 18
    total views
  • 0
    total downloads
  • 4
    views this month
  • 0
    downloads this month
These values are for the period from 19th October 2020, when this repository was created.

Export as

Related outputs

Communication strategies : Encouraging healthy diets for on-the-go consumption
Jebarajakirthy, Charles, Das, Manish, Rundle-Thiele, Sharyn and Ahmadi, Hormoz. (2023). Communication strategies : Encouraging healthy diets for on-the-go consumption. Journal of Consumer Marketing. 40(1), pp. 27-43. https://doi.org/10.1108/JCM-06-2021-4693
The role of green innovation and hope in employee retention
Fazal-e-Hasan, Syed Muhammad, Ahmadi, Hormoz, Sekhon, Harjit, Mortimer, Gary, Sadiq, Mohd, Kharouf, Husni and Abid, Muhammad. (2023). The role of green innovation and hope in employee retention. Business Strategy And The Environment. 32(1), pp. 220-239. https://doi.org/10.1002/bse.3126
The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers
Fazal-e-Hasan, Syed Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Sekhon, Harjit, Kharouf, Husni and Jebarajakirthy, Charles. (2020). The interplay of positive and negative emotions to quit unhealthy consumption behaviors : Insights for social marketers. Australasian Marketing Journal. 28(4), pp. 349-360. https://doi.org/10.1016/j.ausmj.2020.07.004
Supporting product innovativeness and customer value at the bottom of the pyramid through context-specific capabilities and social ties
Getnet, Hailu, O'Cass, Aron, Ahmadi, Hormoz and Siahtiri, Vida. (2019). Supporting product innovativeness and customer value at the bottom of the pyramid through context-specific capabilities and social ties. Industrial Marketing Management. 83, pp. 70-80. https://doi.org/10.1016/j.indmarman.2018.11.002
The role of brand innovativeness and customer hope in developing online repurchase intentions
Fazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Kelly, Louise and Lings, Ian. (2019). The role of brand innovativeness and customer hope in developing online repurchase intentions. Journal of Brand Management. 26(2), pp. 85 - 89. https://doi.org/10.1057/s41262-018-0122-4
Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment
Fazal-e-Hasan, Muhammad, Ahmadi, Hormoz, Mortimer, Gary, Grimmer, Martin and Kelly, Louise. (2018). Examining the role of consumer hope in explaining the impact of perceived brand value on customer–brand relationship outcomes in an online retailing environment. Journal of Retailing and Consumer Services. 41, pp. 101 - 111. https://doi.org/10.1016/j.jretconser.2017.12.004
Transforming entrepreneurial posture into a superior first product market position via dynamic capabilities and TMT prior start-up experience
Ahmadi, Hormoz and O'Cass, Aron. (2018). Transforming entrepreneurial posture into a superior first product market position via dynamic capabilities and TMT prior start-up experience. Industrial Marketing Management. 68, pp. 95 - 105. https://doi.org/10.1016/j.indmarman.2017.10.008
The role of entrepreneurial marketing in new technology ventures first product commercialisation
Ahmadi, Hormoz and O'Cass, Aron. (2016). The role of entrepreneurial marketing in new technology ventures first product commercialisation. Journal of Strategic Marketing. 24(1), pp. 47 - 60. https://doi.org/10.1080/0965254X.2015.1035039
Product resource–capability complementarity, integration mechanisms, and first product advantage
Ahmadi, Hormoz, O'Cass, Aron and Miles, Morgan. (2014). Product resource–capability complementarity, integration mechanisms, and first product advantage. Journal of Business Research. 67(5), pp. 704 - 709. https://doi.org/10.1016/j.jbusres.2013.11.031