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TEAM VARIATION AND TEAM CONVERGENCE AS DRIVERS OF IMPROVISATION IN NEW PRODUCT DEVELOPMENT
Kyriakos Kyriakopoulos,Marcel van Birgelen 글로벌지식마케팅경영학회 2023 Global Marketing Conference Vol.2023 No.07
Improvisation is an important firm competence in product innovation as firms increasingly face inherent uncertainty in new product development (NPD) process and frequent jolts in the external environment. While there is some empirical and conceptual work on the value of improvisation for several new product outcomes, there is lack of empirical research on the antecedents of improvisation in innovation studies. We attempt to address this gap by studying the role of team variation and team convergence traits in the occurrence of improvisation in a sample of 118 NPD teams from manufacturing firms.