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Validating new product creativity in the eastern context of Malaysia

Author

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  • Bicen, Pelin
  • Kamarudin, Suzilawati
  • Johnson, William H.A.

Abstract

This paper examines the etic vs. emic nature of the new product creativity (NPC) construct often used in the strategic marketing and management literatures. The current study compares the NPC measure developed by Im and Workman (2004) in the West in an Eastern context by utilizing data from 172 Malaysian companies. The results show that NPC, which is the combination of new product (NP) novelty and NP meaningfulness, has a different connotation in Malaysia. The findings demonstrate that from the novelty perspective NPC is an emic phenomenon. After the construct validation process, the Western claim that NPC is a seed of firm performance is tested. The results verify NPC's relationship with NP performance as a source of competitive advantage for Malaysian firms and thus suggest that this relationship is etic in nature. These findings have significant implications for firms' global innovation strategies.

Suggested Citation

  • Bicen, Pelin & Kamarudin, Suzilawati & Johnson, William H.A., 2014. "Validating new product creativity in the eastern context of Malaysia," Journal of Business Research, Elsevier, vol. 67(1), pages 2877-2883.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:1:p:2877-2883
    DOI: 10.1016/j.jbusres.2012.06.007
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    Cited by:

    1. Das, Kallol & Patel, Jayesh D. & Sharma, Anuj & Shukla, Yupal, 2023. "Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling," Journal of Business Research, Elsevier, vol. 154(C).
    2. Bilby, Julie & Reid, Mike & Brennan, Linda & Chen, Jiemiao, 2020. "Tiers and fears: An investigation of the impact of city tiers and uncertainty avoidance on Chinese consumer response to creative advertising," Australasian marketing journal, Elsevier, vol. 28(4), pages 332-348.
    3. Mansur Chadi Mursid & Suliyanto Suliyanto & Rahab Rahab, 2019. "Value of Innovation and Marketing Performance," International Review of Management and Marketing, Econjournals, vol. 9(3), pages 127-133.
    4. Johnson, William H.A. & Bicen, Pelin & Zhu, Zhen, 2023. "Being lean: Conceptualizing and operationalizing the Lean Innovation Capability (LIC) of innovative companies," Technovation, Elsevier, vol. 126(C).
    5. Deng, Cheng & Yang, Jianjun & Su, Zhongfeng & Zhang, Shuman, 2021. "The double-edged sword impact of effectuation on new product creativity: The moderating role of competitive intensity and firm size," Journal of Business Research, Elsevier, vol. 137(C), pages 1-12.

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