Title: How do value creation capabilities enhance new product creativity?

Authors: Jae Hyeon Pae; Hyun Jung Lee

Addresses: School of Business, Ewha Womans University, Seoul, Korea ' School of Business, Ewha Womans University, Seoul, Korea

Abstract: Value creation capabilities have attracted significant attention from researchers and practitioners over the past decade. However, there is little consensus on what value creation capabilities are and/or how they can be achieved and enhanced. This study proposes a conceptual framework for value creation capabilities and explains their subsequent relationships with new product creativity. Firms achieving new product creativity may enjoy a better market performance. The survey results from 207 Chinese firms reveal that firm resources enhance value creation capabilities. These results show that value creation capabilities have a positive influence on new product creativity. This study contributes to the marketing strategy literature by exploring the relationships among firms' resources, value creation capabilities, and creativity in the new product development (NPD) setting.

Keywords: value creation capability; resources; creativity; new product development; NPD.

DOI: 10.1504/IJBIR.2017.084422

International Journal of Business Innovation and Research, 2017 Vol.13 No.3, pp.288 - 308

Received: 19 Mar 2015
Accepted: 17 Jun 2015
Published online: 07 Jun 2017 *

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