In this chapter, the authors focus on creative ideation within the new product development (NPD) process, and review the theoretical, experimental, and empirical efforts to understand creativity in new product ideation since the1990s. The insights of work on creativity are arranged by the authors in a structure of concentric rings: they start at the center with the idea, move to the individual, to the rings of the team, then to the organization, and finally the marketplace, which is the world outside the organization. As the chapter shows, commendable work in recent decades has moved us forward, both in theoretical conceptions and models and in empirical insights. In the past two decades, the field of marketing research has proceeded from a study of the impact of situational or organizational-level constructs on individual creativity (such as organizational climate, perceived support, presence of others, goal setting) or constructs reflecting stable individual differences (such as personality, problem-solving style, intrinsic motivation) to a study of the concurrent, overlapping, and recursive effects of the interaction between personal and situational factors.
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