How do value creation capabilities enhance new product creativity?
- 주제(키워드) Creativity , New product development , NPD , Resources , Value creation capability
- 등재 SCOPUS
- 발행기관 Inderscience Enterprises Ltd.
- 발행년도 2017
- URI http://www.dcollection.net/handler/ewha/000000156223
- 본문언어 영어
- Published As http://dx.doi.org/10.1504/IJBIR.2017.10005066
초록/요약
Value creation capabilities have attracted significant attention from researchers and practitioners over the past decade. However, there is little consensus on what value creation capabilities are and/or how they can be achieved and enhanced. This study proposes a conceptual framework for value creation capabilities and explains their subsequent relationships with new product creativity. Firms achieving new product creativity may enjoy a better market performance. The survey results from 207 Chinese firms reveal that firm resources enhance value creation capabilities. These results show that value creation capabilities have a positive influence on new product creativity. This study contributes to the marketing strategy literature by exploring the relationships among firms' resources, value creation capabilities, and creativity in the new product development (NPD) setting. © Copyright 2017 Inderscience Enterprises Ltd.
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