GAIA RUBERA
Creativity
Cheryl Nakata, Gaia Rubera, Subin Im, Jae H. Pae, Hyun Jung Lee, Naoto Onzo, and Heungsoo Park
Journal of Product Innovation Management
Creativity in new products is highly coveted by firms. However, businesses are faced with questions of how to
inject creativity into new products, and whether it pays off in stronger product performance. To address these
questions, a survey on key antecedents and consequences of creativity was conducted among new product managers.
Based on gaps identified in the new product literature, this study examines several organizational culture
(market orientation), leadership (top management involvement and risk-taking encouragement), and
national culture (secularism and survivalism) antecedents, along with new product performance consequences.
Importantly, to uncover potentially complex nuances in creativity dynamics that may have been previously
overlooked, the creativity construct is decomposed into novelty and meaningfulness dimensions, and the possibility
of curvilinear relationships with antecedents and consequences are investigated. The study is also one of
the first creativity studies based on a geography rather than a single country, specifically the cluster of South
Korea, Japan, and China.