Handbook of Research on New Product Development
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Handbook of Research on New Product Development

Edited by Peter N. Golder and Debanjan Mitra

New products are the major driver of revenue growth in today's dynamic business environment. In this Handbook, the world's foremost experts on new product development bring together the latest thinking on this vitally important topic. These thought-leading authors organize knowledge into useful and insightful frameworks covering all aspects of new product development: companies, collaborators, customers, context, markets, and performance. Managers will benefit from the handbook by expanding their knowledge of new product development and researchers will learn about opportunities to continue expanding on this body of knowledge.
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Chapter 2: Taming the creative spark: insights from research on creativity in new product development

Drew Boyd and Jacob Goldenberg


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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