Does organizational creativity always drive market performance?

Abstract

This study develops and tests arguments that the relationship between organizational creativity and market performance is channeled 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.

The Effect of Corporate Social Responsibility on Brand Performance with the Mediating Role of Corporate Reputation, Resource Commitment and Green Creativity

“…The results showed that green creativity has a positive and significant effect on brand performance. This finding is consistent with Wu [26], Chen et al [23], Boso et al [41], Aeknarajindawat and Jermsittiparsert [40] and Ferreira et al [43]. To explain this finding, it can be claimed that brand performance will be improved if company employees propose new ways to achieve environmental goals, suggest new green ideas to improve environmental performance, promote new green ideas to others, develop good plans for implementing green ideas, and come up with creative solutions to environmental issues.…”

“…Studies that have examined the relationship between corporate social responsibility and commitment have shown that there is a positive and significant relationship between corporate social responsibility and commitment [35][36][37][38][39]. In addition, research has shown that there is a positive and significant relationship between creativity and performance [40][41][42][43][44]. Therefore, it is assumed:…”

Unleashing the importance of creativity, experience and intellectual capital in the adaptation of export marketing strategy and competitive position

“…For instance, Khedhaouria, Gurău [ 96 ] conducted a study in French SMEs and scrutinized that creativity does not directly influence firm performance but entrepreneurial orientation fully mediates the path. Boso, Donbesuur [ 47 ] revealed that organizational creativity first configures new product development speed which in turn influences new product performance. The nation was also supported by Cheng and Yang [ 97 ] who concluded that new product development activities and speed mediate the connection between creative process and new product performance.…”

“…With creative skills and abilities, an organization is able to develop and commercialize new products and process that are rare, unique, valuable and imperfectly imitable. These advantages (new product and new process that are gained through creativity) in turn facilitates firms in getting superior market performance and increased success [ 47 ]. Creativity significantly influences the internal process (strategy, competitive advantage and ideas) of a firms that in turn affect profitability and performance [ 42 ].…”

Determinan Keunggulan Kompetitif dan Kinerja Industri Kreatif

“…Penelitian yang dilakukan oleh Rubera et al (2010) terhadap 283 konsumen di Milan, Italia menunjukkan bahwa untuk mengalahkan pesaing dengan kreativitas produk, industri harus mengembangkan kemampuan untuk memilih segmentasi pasar sesuai dengan tingkat kebaruan dan kesesuaian yang diwujudkan dalam produk tersebut. Penelitian lain tentang hubungan kreativitas dengan kinerja industri telah dilakukan oleh Boso et al (2017) terhadap 221 industri di Afrika. Adapun temuan yang diperoleh juga menunjukkan bahwa kreativitas berpengaruh terhadap kinerja industri.…”