More Than New, Creative Design Solution: Factors Necessary For Delivering a Creative Design in the New Product Development Process

JaeHwan Kwon, University of Iowa, USA
Moonkyu Lee, Yonsei University, South Korea
Hae-Ryong Kim, KonKuk University, South Korea
Design creativity is a rarely studied topic in the area of new product development; nevertheless, its importance has been recognized by many researchers in a variety of fields. This study examines the relationship among five variables: analogical thinking ability, self-confidence, perceived length of experience, team culture, and design creativity. The results of a multiple regression indicates that analogical thinking ability is an antecedent of design creativity, and that self-confidence is a full mediator between them. The results also show that perceived length of experience and team culture have significant moderating effects. These findings implicate both person- (i.e. ability, confidence, and perception of career) & situation-based (team culture) variables are key factors in developing a creative design of a new product.
[ to cite ]:
JaeHwan Kwon, Moonkyu Lee, and Hae-Ryong Kim (2011) ,"More Than New, Creative Design Solution: Factors Necessary For Delivering a Creative Design in the New Product Development Process", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 770-771.