Associate Professor of Marketing Subin Im to publish research paper on product competitve advantage
News + Events : Associate Professor of Marketing Subin Im to publish research paper on product competitve advantage
Subin Im's paper, â€œInnovation Team Characteristics, Creativity, and Product Competitive Advantage in High-Tech Firmsâ€ was accepted for publication in the Journal of Product Innovation Management, a top journal in the innovation marketing and management field.
In their study, the authors developed and tested a model to show how product competitive advantage is influenced by new product (NP) and marketing program (MP) creativity, and how in turn, creativity is influenced by internal and external team dynamics.
The study addressed an important gap in the literature by examining the effect of team dynamics on creativity and linking creativity to strategic innovation outcomes. The study used matched responses from senior managers and product team leaders in high-tech firms.
The authors found that two separate dimensions of creativityâ€”novelty and meaningfulnessâ€”are differentially affected by team dynamics. The findings also suggest that NP creativity, but not MP creativity, plays an important intermediary role in determining product competitive advantage.