How to enhance new product creativity in the online brand community?

被引：6

作者：

Cheng, Colin C. J. ^{[1
]}

Tsai, Hsien-Tung ^{[2
]}

Krumwiede, Dennis ^{[3
]}

机构：

[1] Natl Kaohsiung First Univ Sci & Technol, Dept Mkt & Distribut Management, Kaohsiung, Taiwan

[2] Natl Taipei Univ, Dept Business Adm, Taipei, Taiwan

[3] Idaho State Univ, Coll Business Adm, Boise, ID USA

来源：

INNOVATION-ORGANIZATION & MANAGEMENT | 2013年 / 15卷 / 01期

关键词：

new product creativity; online brand community; creative climate; creativity capabilities; RESOURCE-BASED VIEW; MARKET ORIENTATION; DYNAMIC CAPABILITIES; DEVELOPMENT TEAMS; PERFORMANCE; INNOVATION; FIRM; FIELD;

D O I：

10.5172/impp.2013.15.1.83

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

An online brand community (OBC) is one of the most important sources of creativity in modern times. While there is substantial evidence concerning both OBCs and creativity, there remains little understanding of how new product creativity is enhanced in an OBC. The results of a survey of 208 paired usable questionnaires (from each firm's NPD executive and OBC member), reveal that before interacting with creativity capabilities, a creative climate of OBCs can only impact meaningfulness of new product creativity. However, the interaction of a creative climate of OBCs and creativity capabilities has direct impact on both novelty and meaningfulness of new product creativity. Our findings suggest that firms' creativity capabilities can act as an enhancer of the creative climate of OBCs.

引用

页码：83 / 96

页数：14

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