Title: The accelerating effect of market demand in the creativity generating process: a case study

Authors: Hsin-Min Hung, Binshan Lin, Charlotte Jones

Addresses: Graduate Institute of Technology and Innovation Management, National Chengchi University, Taipei City, Taiwan. ' College of Business Administration, Louisiana State University in Shreveport, Shreveport, LA 7115, USA. ' College of Business Administration, Louisiana State University in Shreveport, Shreveport, LA 7115, USA

Abstract: This paper proposes a conceptual framework to explain the role of |market demand| in the creativity generating process. Including the critical attributes of the market demand, Perceived Usefulness (PU) and Perceived Ease-of-Use (PEOU), into the stages of problem identification and response validation not only reduces unnecessary trial-and-error iterations but also converts subjective values into the more objective |market value|. The gaps among creativity, innovation, and business performance can be bridged, and organisations can accelerate the transformation of creativity into innovation and business performance. This research uses a case study to illustrate the conceptual framework and suggests that managers include the concept of market demand into the company culture, incorporating market demand into R&D training and remuneration policies, to better compete in today|s fast-changing society.

Keywords: creativity generation; innovation; market demand; research and development; R&am;D training; remuneration; technology acceptance model; TAM; technology adoption; perceived usefulness; perceived ease-of-use; business performance; organisational culture.

DOI: 10.1504/IJIL.2008.017557

International Journal of Innovation and Learning, 2008 Vol.5 No.4, pp.339 - 352

Published online: 17 Mar 2008 *

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