Does organizational creativity always drive market performance?

This study develops and tests arguments that the relationship between organizational creativity and market performance is channelled through new product development (NPD) capability, and that the indirect effect of creativity on performance, via NPD capability, is conditional upon levels of environm...

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Bibliographic Details
Main Authors: Nathaniel Boso, Francis Donbesuur, Terver Bendega, Jonathan Annan, Ogechi Adeola
Format: Default Article
Published: 2017
Subjects:
Marketing
Commerce, Management, Tourism and Services
Psychology and Cognitive Sciences
developing economy
market performance
responsiveness
environment dynamism
NPD capability
organizational creativity
Online Access:https://hdl.handle.net/2134/12770534.v1
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