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Article: Facilitating and rewarding creativity during new product development

TitleFacilitating and rewarding creativity during new product development
Authors
KeywordsCreativity
Creativity Training
Extrinsic Rewards
Intrinsic Motivation
New Product Development
Issue Date2011
PublisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.com
Citation
Journal of Marketing, 2011, v. 75 n. 4, p. 53-67 How to Cite?
AbstractIn an effort to improve creativity in the new product development process, many firms offer incentive programs, creativity training programs, or both. However, creativity continues to be a construct that is not well understood in marketing, and little research has examined the joint influence of such initiatives on creative outcomes. As a result, there is considerable variance in the way firms approach these issues. A qualitative study of 20 firms indicates that 15 offered some type of incentive program, whereas only 7 engaged in creativity training (a subset of the firms used both). Given that previous research has consistently found that extrinsic rewards offered in isolation actually undermine the creative process (by reducing intrinsic motivation), it seems that many firms may be unwittingly hampering their own creative efforts. However, two experiments demonstrate that the effect of rewards can be made positive if offered in conjunction with appropriate training. Specifically, product creativity was highest when the monetary reward was paired with a dedicated creative training technique. The training alters the influence of the reward such that it reinforces, rather than undermines, intrinsic motivation. Managers can improve the effectiveness of their creative efforts by leveraging the use of incentives and training in combination. © 2011, American Marketing Association.
Persistent Identifierhttp://hdl.handle.net/10722/178061
ISSN
2015 Impact Factor: 3.885
2015 SCImago Journal Rankings: 6.612
ISI Accession Number ID
References

 

DC FieldValueLanguage
dc.contributor.authorBurroughs, JEen_US
dc.contributor.authorDahl, DWen_US
dc.contributor.authorMoreau, CPen_US
dc.contributor.authorChattopadhyay, Aen_US
dc.contributor.authorGorn, GJen_US
dc.date.accessioned2012-12-19T09:41:44Z-
dc.date.available2012-12-19T09:41:44Z-
dc.date.issued2011en_US
dc.identifier.citationJournal of Marketing, 2011, v. 75 n. 4, p. 53-67en_US
dc.identifier.issn0022-2429en_US
dc.identifier.urihttp://hdl.handle.net/10722/178061-
dc.description.abstractIn an effort to improve creativity in the new product development process, many firms offer incentive programs, creativity training programs, or both. However, creativity continues to be a construct that is not well understood in marketing, and little research has examined the joint influence of such initiatives on creative outcomes. As a result, there is considerable variance in the way firms approach these issues. A qualitative study of 20 firms indicates that 15 offered some type of incentive program, whereas only 7 engaged in creativity training (a subset of the firms used both). Given that previous research has consistently found that extrinsic rewards offered in isolation actually undermine the creative process (by reducing intrinsic motivation), it seems that many firms may be unwittingly hampering their own creative efforts. However, two experiments demonstrate that the effect of rewards can be made positive if offered in conjunction with appropriate training. Specifically, product creativity was highest when the monetary reward was paired with a dedicated creative training technique. The training alters the influence of the reward such that it reinforces, rather than undermines, intrinsic motivation. Managers can improve the effectiveness of their creative efforts by leveraging the use of incentives and training in combination. © 2011, American Marketing Association.en_US
dc.languageengen_US
dc.publisherAmerican Marketing Association. The Journal's web site is located at http://www.marketingpower.comen_US
dc.relation.ispartofJournal of Marketingen_US
dc.rightsCreative Commons: Attribution 3.0 Hong Kong License-
dc.subjectCreativityen_US
dc.subjectCreativity Trainingen_US
dc.subjectExtrinsic Rewardsen_US
dc.subjectIntrinsic Motivationen_US
dc.subjectNew Product Developmenten_US
dc.titleFacilitating and rewarding creativity during new product developmenten_US
dc.typeArticleen_US
dc.identifier.emailGorn, GJ: gorn@hku.hken_US
dc.identifier.authorityGorn, GJ=rp01063en_US
dc.description.naturepreprinten_US
dc.identifier.doi10.1509/jmkg.75.4.53en_US
dc.identifier.scopuseid_2-s2.0-79959358967en_US
dc.identifier.hkuros209866-
dc.relation.referenceshttp://www.scopus.com/mlt/select.url?eid=2-s2.0-79959358967&selection=ref&src=s&origin=recordpageen_US
dc.identifier.volume75en_US
dc.identifier.issue4en_US
dc.identifier.spage53en_US
dc.identifier.epage67en_US
dc.identifier.isiWOS:000292065800005-
dc.publisher.placeUnited Statesen_US
dc.identifier.scopusauthoridBurroughs, JE=7006363249en_US
dc.identifier.scopusauthoridDahl, DW=7102695662en_US
dc.identifier.scopusauthoridMoreau, CP=8572799500en_US
dc.identifier.scopusauthoridChattopadhyay, A=7202920671en_US
dc.identifier.scopusauthoridGorn, GJ=6603382918en_US

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