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Market Orientation, Creativity, and New Product Performance in High-Tech Industry

Directory : Faculty : Intellectual Contributions

Intellectual Contribution by Subin Im

Contribution Title

Market Orientation, Creativity, and New Product Performance in High-Tech Industry

Publication

Journal of Marketing

Co-author

John P. Workman

Year

2004

Description

The ability to generate and market creative ideas in new products (NPs) and related mar-keting programs (MPs) in response to changing market needs is key to the success of a firm. This research examines the mediating role of NP and MP creativity between market orientation and NP success. The authors investigate (1) whether market orientation facilitates or inhibits creativ-ity, (2) whether creativity influences NP performance, and (3) how to define and measure crea-tivity in the NP development and launch contexts. They use a two-stage sampling frame to col-lect 312 sets of responses from managers and NP team leaders and thereby address the potential for common method bias in measures of creativity and NP performance. The findings indicate that NP and MP creativity mediates the relationship between market orientation and NP success. They also show that the meaningfulness dimension, rather than the novelty dimension, of crea-tivity is of greater importance in explaining the link between market orientation and NP success. The empirical results provide significant theoretical and managerial implications for NP strategy.

Complete Citation

IM, Subin and John Workman (2004), "The Impact of Creativity on New Product Success" Journal of Marketing, 68 (2).

Website

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