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Effects of team cognition and constraint on new product ideation

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  • Hirunyawipada, Tanawat
  • Paswan, Audhesh K.

Abstract

Idea generation is a critical activity in new product development. This study investigates the effects of ideation team's cognitive depth (specialization) and breadth (diverse expertise) as well as goal constraint on the generation of new product ideas. Focusing on the determinants of new product idea development helps articulate the mechanisms to generate more useful and novel product ideas. The findings indicate that specialization and diverse expertise affect idea novelty directly, albeit differently. Goal constraint helps enhance the usefulness dimension of new product ideas, but has little effect on the newness dimension of the ideas. Finally, goal constraint helps harness the diverse expertise of the team toward a more useful idea.

Suggested Citation

  • Hirunyawipada, Tanawat & Paswan, Audhesh K., 2013. "Effects of team cognition and constraint on new product ideation," Journal of Business Research, Elsevier, vol. 66(11), pages 2332-2337.
    • Handle: RePEc:eee:jbrese:v:66:y:2013:i:11:p:2332-2337
    DOI: 10.1016/j.jbusres.2012.04.014
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    References listed on IDEAS

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    Cited by:

    1. Paswan, Audhesh K. & Hirunyawipada, Tanawat & Iyer, Pramod, 2017. "Opportunism, governance structure and relational norms: An interactive perspective," Journal of Business Research, Elsevier, vol. 77(C), pages 131-139.
    2. Bushra, Mazia Fateen & Ahmad, Ayaz & Ahmad, Wisal & Khattak, Zeeshan Zab & Saeed, Imran & Han, Heesup & Ariza-Montes, Antonio, 2022. "Empirical investigation of the domain knowledge and team advertising creativity typology: The case of Nescafe coffee," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    3. Mazzucchelli, Alice & Chierici, Roberto & Tortora, Debora & Fontana, Stefano, 2021. "Innovation capability in geographically dispersed R&D teams: The role of social capital and IT support," Journal of Business Research, Elsevier, vol. 128(C), pages 742-751.
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    5. Gillier, Thomas & Chaffois, Cédric & Belkhouja, Mustapha & Roth, Yannig & Bayus, Barry L., 2018. "The effects of task instructions in crowdsourcing innovative ideas," Technological Forecasting and Social Change, Elsevier, vol. 134(C), pages 35-44.

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