“…In particular, the online game industry is characterised by a high degree of innovation and dynamics (Marchand & Hennig-Thurau, 2013). Major online game firms try to sustain their competitive edge through intensive NPD, the success of which depends on their abundance of innovative and creative ideas (Choi, Sung, Lee, & Cho, 2011; Min & Oh, 2015). The process of generating innovative ideas is generally informal and nonstandardised, and involves numerous complex tasks (Nsenduluka & Shee, 2009).…”