Does problem solving creativity pay off in NPD

Hailu Getnet, Aron O'Cass, Hormoz Ahmadi, Vida Siahtiri

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


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 languageEnglish
Title of host publicationANZMAC 2017
Subtitle of host publicationMarketing for Impact
EditorsLinda Robinson, Linda Brennan, Mike Reid
PublisherAustralian and New Zealand Marketing Academy (ANZMAC)
Number of pages1
Publication statusPublished - 2017
EventAustralian and New Zealand Marketing Academy Conference (2017) - Melbourne, Australia
Duration: 4 Dec 20176 Dec 2017


ConferenceAustralian and New Zealand Marketing Academy Conference (2017)


  • Base of the Pyramid (BoP)
  • Problem solving creativity
  • Leadership


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