Product Creativity as an Identity Issue: Through the Eyes of New Product Development Team Members

Abstract

In this study, we introduce a concept of product identification that denotes the overlap between identities of a new product and its developer. As creativity is the most important identity dimension in the new product, we draw on two dimensions of creativity: novelty and meaningfulness. According to the argument that novelty represents exploration, whereas meaningfulness represents exploitation, we hypothesize that product novelty is associated with an explorative behavior of new product team members, while product meaningfulness is associated with exploitative behavior. More importantly, product identification is proposed as the mechanism that explains the amplification effect of product identity on team members. Based on survey data collected from 200 Japanese new product development (NPD) team members, we conduct a statistical analysis to test the hypotheses. The findings demonstrate the alignment between the identity of a new product and the behaviors of the NPD members, which is amplified by product identification but not by organizational identification.

Towards an evolutionary view of innovation diffusion in open innovation ecosystems

“…Persuasion and decision: Upon launching new products and new versions, complementors serve to demonstrate to individuals the characteristics of the products and their identity at the following persuasion and decision phases. Complementors' identity is inextricably linked to their strategies for building up their products and standing out from their rivals (Barlow et al, 2019;Park and Suzuki, 2021;Trapido, 2015). Barriers for complementors in different diffusion phases include a lack of awareness of the complementors' innovations and ambiguity regarding the commitment of these complementors towards future innovations.…”

“…Complementors' identity is inextricably linked to their strategies for building up their products and standing out from their rivals (Barlow et al. , 2019; Park and Suzuki, 2021; Trapido, 2015). Barriers for complementors in different diffusion phases include a lack of awareness of the complementors' innovations and ambiguity regarding the commitment of these complementors towards future innovations.…”

“…• Developer Identity (e.g. Barlow et al, 2019;Haans, 2019;Park and Suzuki, 2021;Trapido, 2015) Implementation and confirmation…”

Product creativity and organisational competitiveness: Empirical evidence from Nigeria

“…However, the consistency of the impact of innovation on firm performance is yet to find support in existing literature. Product creativity is critical to the stimulation of innovation, and all innovations begin with creative ideas (Park and Suzuki, 2021). Laverty and Littel (2020) see innovation as a change that adds value to an existing product or service.…”

“…Novelty is very critical to consumers' perception of product creativity. Novelty is more relevant in consumers' assessment of product creativity because it portrays meaningfulness and uniquness (Park and Suzuki, 2021). Creativity and innovation are related concepts, but the two are not the same.…”