Abstract
Leadership and role clarity are key predictors of employees’ problem solving creativity (PSC) in new product development (NPD) team in BoP markets. Drawing on social exchange theory, we examine two specific predictors of PSC in NPD team that seems relevant to BoP markets. These are the synergistic effect of transformational-transactional leadership and role ambiguity. Using a multiple informant design, we test our propositions on 150 domestic manufacturing firms operating in BoP market, Ethiopia. The result drawn from 450 respondents across these 150 manufacturing firms show that both antecedents have significant effects on employees’ PSC in NPD teams but in different directions. While interaction effect of transformational/transactional leadership is positively related to employees’ PSC in teams, role ambiguity has a negative influence. We found palpable evidence for our prediction that teams’ ability to creatively solve problems is a key success to develop new products for BoP that financially pay off.
| Original language | English |
|---|---|
| Title of host publication | ANZMAC 2017 |
| Subtitle of host publication | Marketing for Impact |
| Editors | Linda Robinson, Linda Brennan, Mike Reid |
| Publisher | Australian and New Zealand Marketing Academy (ANZMAC) |
| Pages | 879 |
| Number of pages | 1 |
| Publication status | Published - 2017 |
| Event | Australian and New Zealand Marketing Academy Conference (2017) - Melbourne, Australia Duration: 4 Dec 2017 → 6 Dec 2017 |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (2017) |
|---|---|
| Country/Territory | Australia |
| City | Melbourne |
| Period | 4/12/17 → 6/12/17 |
Keywords
- Base of the Pyramid (BoP)
- Problem solving creativity
- Leadership