Title: A conceptual framework on the role of creativity in sustaining continuous innovation in new product development

Authors: Souni Bélanger; Sophie Veilleux; Maripier Tremblay

Addresses: FSA ULaval - Faculty of Business Administration, Palasis Prince Pavilion, Université Laval, 2325, rue de la Terrasse, Quebec G1V 0A6, Canada ' FSA ULaval - Faculty of Business Administration, Palasis Prince Pavilion, Université Laval, 2325, rue de la Terrasse, Quebec G1V 0A6, Canada ' FSA ULaval - Faculty of Business Administration, Palasis Prince Pavilion, Université Laval, 2325, rue de la Terrasse, Quebec G1V 0A6, Canada

Abstract: If creativity and innovation are viewed as assets in any business, they represent for some a key survival factor imposed by their industry on a daily basis. In such a context of continuous innovation, the pace of innovation is accelerated. This paper focuses on how creativity helps sustain continuous innovation in new product development. We develop a conceptual framework that highlights the key factors that lead to continuous new product development: information management, project management, and the integration of the two distinct processes of creativity and innovation. Using the context of the video game industry, we then show how this framework can clarify the key concerns held by industries that operate under intense pressure to sustain continuous innovation. Lastly, we discuss the theoretical and managerial implications of this study.

Keywords: new product development; NPD; creativity factors; creativity mechanisms; innovation management; organisational practices; continuous innovation; project management; knowledge management; video games.

DOI: 10.1504/IJPD.2016.078866

International Journal of Product Development, 2016 Vol.21 No.2/3, pp.190 - 211

Available online: 03 Sep 2016 *

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