The role of functional and demographic diversity on new product creativity and the moderating impact of project uncertainty

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40 Citations (Scopus)

Abstract

Earlier studies have shown inconsistency in the impact of team diversity on the effective functioning of New Product Development (NPD) teams. This inconsistency has been attributed to the insufficient amount of research on a possible complex (non-monotonic) relationship between team diversity and team performance and the possible boundary conditions of this relationship. Addressing numerous calls for future studies on these issues, we examined whether an inverted-U relationship exists between team diversity (i.e., functional and demographic) and its outcomes (i.e., new product creativity), using project uncertainty as a key moderator. The results of an empirical study with a sample of 103 new product development teams showed an inverted U-shaped functional diversity–new product creativity relationship. Moreover, the results showed that the direct relationship between functional diversity and new product creativity was stronger when project uncertainty was high as opposed to when it was low. On the other hand, the direct relationship between demographic diversity and new product creativity was weaker when project uncertainty was high as opposed to when it was low.

Original languageEnglish
Pages (from-to)144-154
Number of pages11
JournalIndustrial Marketing Management
Volume61
DOIs
Publication statusPublished - Feb 1 2017

Keywords

  • Demographic diversity
  • Functional diversity
  • New product creativity
  • Project uncertainty
  • Teams

ASJC Scopus subject areas

  • Marketing

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