Effects of Team Cognition and Constraint on New Product Ideation

Author(s)

Tanawat Hirunyawipada, University of DaytonFollow
Audhesh K. Paswan, University of North Texas

Document Type

Article

Publication Date

11-2013

Publication Source

Journal of Business Research

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.

Inclusive pages

2332–2337

ISBN/ISSN

0148-2963

Comments

Permission documentation is on file.

Copyright

Copyright © 2013, Elsevier

Publisher

Elsevier

Volume

66

Issue

11

Peer Reviewed

yes

eCommons Citation

Hirunyawipada, Tanawat and Paswan, Audhesh K., "Effects of Team Cognition and Constraint on New Product Ideation" (2013). Management and Marketing Faculty Publications. 64.
https://ecommons.udayton.edu/mgt_fac_pub/64