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
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