Donbesuur_PM Submission - Final.pdf (211.51 kB)
Does organizational creativity always drive market performance?
journal contribution
posted on 2020-08-10, 10:25 authored by Nathaniel Boso, Francis Donbesuur, Terver Bendega, Jonathan Annan, Ogechi AdeolaThis study develops and tests arguments that the relationship between organizational creativity and market
performance is channelled through new product development (NPD) capability, and that the indirect effect
of creativity on performance, via NPD capability, is conditional upon levels of environment dynamism and
market responsiveness. The proposed relationships are tested on a sample of 221 small and medium sized
enterprises (SMEs) in a major sub-Saharan African market. Findings from the study indicate that process
and product NPD capabilities partially mediate the effect of novelty and usefulness elements of
organizational creativity on market performance. The study further finds that while environment dynamism
weakens the indirect effects of novelty and usefulness of organizational creativity, via process and product
NPD capabilities, on market performance, the effects are strengthened under conditions of greater
responsiveness to target market needs. A theoretical contribution from this study is the finding that how
organizational creativity dimensions drive market performance is more complex than previously thought:
it depends on whether or not organizational creativity components are first used to develop an
organization’s process and product innovation capabilities, and whether target market environment
conditions are dynamic and an organization has ability to respond to target market demands.
History
School
- Business and Economics
Department
- Business
Published in
Psychology & MarketingVolume
34Issue
11Pages
1004 - 1015Publisher
WileyVersion
- AM (Accepted Manuscript)
Rights holder
© WileyPublisher statement
This is the peer reviewed version of the following article: Boso, N , Donbesuur, F, Bendega, T et al. (2 more authors) (2017) Does Organizational Creativity Always Drive Market Performance? Psychology and Marketing, 34 (11). pp. 1004-1015: , which has been published in final form at http://dx.doi.org/10.1002/mar.21039. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving.Acceptance date
2017-07-28Publication date
2017-10-10Copyright date
2017ISSN
0742-6046Publisher version
Language
- en
Depositor
Dr FRANCIS DONBESUUR . Deposit date: 6 August 2020Usage metrics
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