Formation And Influencing Factors Of New Product Development Team Creativity

Compare to the past decades, companies are facing more and more severe competition in almost every major industry domain. In order to survive from rapid technology progress, they have to ever changing, keep making innovations happen and reforming themselves as fast as possible. History had given us a lesson that the only way to win out depends on creativity, and raise creativity as one's own core competence. Especially during the New Product Development (NPD) process, companies have to gather all kinds of wisdom, and in the form of group creativity, to launch marvelous products and cut the winning edge of product innovation.This research derive from existing question, and merges innovation theory, group communication and organization theory, creativity theory and so on, and we pay more attention to the problems which are lack of product innovation ability and low group creativity performance in china's manufacture companies and research centers. And then we carry on research about the following two aspects: (l)The major model and framework of group creativity;(2)The key factors of group creativity and the relationship between some of the factors. The full text is divided into three major parts altogether: research background and theory, empirical study, conclusion and prospect.As for the part of Research background and theory, this text has first explained the importance of new product development, the important role of group creativity and the existing problems that lies in some companies. And then, based on the works or research of lots of international and domestic experts and scholars, get systematic overview of their points of views, and combine the existing problems that New Product Development teams facing in our country, we construct the corresponding research model and proposition.As for the empirical research part, the text take the New Product Development teams of our country as the research object, 133 New Product Development teams were investigated effectively;task characteristics, team formation, team leadership and organizational environment are put into a whole frame and analyze the interaction mechanism of them and their impact on group communication, group creative activities and group engagement which belongs to group creativity-relevance process dimension. We adopt the SPSS statistic software to study the major influencing factors of the team's creative performance and prove the structure model we previously proposed.In the conclusion, we draw the research conclusion of this text and analyze theory contribution systematically and the enlightenment of New Product Development team construction in our country, and then put forward the corresponding policy recommendations. Finally, we analyze the shortcoming and the prospect for research in the future.