CREATIVE CLIMATE, CREATIVITY CAPABILITIES, AND NEW PRODUCT CREATIVITY IN THE VIRTUAL COMMUNITY

摘要

Virtual community (VC) is one the most important sources of creativity in modern times.While there is mounting evidence concerning either VC or creativity, we have littleunderstanding of how new product creativity is enhanced through the creative climate ofthe VC. Based on creativity theory, resource-based view, and dynamic capabilities theory,we examine the creative climate of VC as a key asset of a firm and the firm’s creativitycapabilities as a creative climate deployment mechanism, both of which drive newproduct creativity. Our findings indicate that a firm’s creative climate of VC and itscreativity capabilities are complementary assets that contribute to new product creativity.We also find that the creative climate of VC has a direct effect on meaningfulness of newproduct creativity, and that creativity capabilities directly impact on novelty andmeaningfulness of new product creativity.