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| Author: | Vissers, G. Dankbaar, B. |
| Title: | Creativity in Multidisciplinary New Product Development Teams |
| Journal: | Creativity and innovation management
2002 : MAR, VOL. 11:1, p. 31-42 |
| Index terms: | CREATIVITY PRODUCT DEVELOPMENT NEW PRODUCTS TEAM WORK |
| Language: | eng |
| Abstract: | New product development is usually teamwork. Product development teams are created that are cross-functional, representing different functional units, or multidisciplinary, involving several disciplines, or both. In any case, conceiving and developing new products is a joint effort, which means that the traditional view of creativity may not apply. This view, characterized by a focus on individuals as agents of creativity and by the assumption that creativity is a unilateral quality, not a reciprocal or interactive phenomenon, continues to be influential. As a result, much of the dynamics of 'newness-generation' and 'newness-reception' in organizations remains to be studied. |
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