Open AccessPrecursors and ramifications of creativity on innovation in product design teams - A study on Indian information technology sector
Author(s) -
Suruchi Pandey,
Vijay Ruhela,
Sandhya Ruhela
Publication year - 2021
Publication title -
journal of physics. conference series
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.21
H-Index - 85
eISSN - 1742-6596
pISSN - 1742-6588
DOI - 10.1088/1742-6596/1860/1/012014
Subject(s) - creativity , novelty , new product development , product (mathematics) , product innovation , process (computing) , product design , knowledge management , competitive advantage , grasp , marketing , computer science , business , psychology , social psychology , mathematics , programming language , geometry , operating system
Creativity and creative ideas rest at the heart of designing a novel product. Having said that, the understanding of the source and the process of these exquisite ideas that ultimately form the foundation of novel products is not very extensive. This study takes its lead from the design outlook at the organisational level suggested by Dave Ulrich. It goes one-step forward to grasp the mediating role of creativity between dynamics of the team and the competitive advantage it gives the product. Delving deeper, the aim is to understand the creativity in teams that design these novel products in terms of the product itself and the program to market such product. Exploring the influence of creativity on the strategic outcomes associated with innovation, this study empirically tests the impact of group dynamics, both within and outside these groups on the novel product and the program to market them. The study takes into account inputs from 206 employees in information technology sector in India. Maximum likelihood estimation has been used test the model by placing it in a structural equation. Upon analysis, novelty and meaningfulness come out as the dimensions that impact dynamics of teams. The novelty of a new product emerges as the resultant of divergent processes primarily impacted by factors outside of the team such as reward systems and the process of planning. In addition, the meaningfulness that comes with the new product is derived from a convergent process prominently affected by factors within the team - provisions and superordinate identity. Moreover, the newness of the market program is determined by the cohesion in a social setting, formalisation in the process of planning and risk taking likelihood. The study also indicates that the newness of the new product and its meaningfulness has a more profound mediating role in ensuring a competitive edge. Thus, it can be concluded that an organisation gains a significant edge in competition if it manages the dynamics of teams to foster creative novel products and programs to market them.