Leaders in today’s business sphere now recognise the importance of organisational creativity for growth and survival. This is due to the intricacies of global business activity characterised by unpredictability and turbulence.
It is important to understand how relevant contingencies might moderate the relationship between organisational creativity and market performance. Therefore, understanding the indirect effect of creativity on performance, via New Product Development (NPD) capability, and its dependence on the levels of environmental dynamism and market responsiveness, is the core of the article.
Organisational creativity dimensions that drive market performance are more complex than previously thought: they depend on whether or not organisational creativity components…
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