MBA Journals Peer-reviewed management research from Consortium e-Learning Network

NOLEGEIN Journal of Consumer Behavior & Market Research

Collective Intelligence Value in the culture context: New Product Development and User Innovative Behavior

  1. Tahir Nisar
  2. Guru Prabhakar
  3. Dina S, AL-Ghamdi
  4. Ayman Sherbini

Abstract

This study aimed to investigate the impact of collective intelligence on new product development (NPD) and user inventive behavior in organizational settings. The Study decisions were made using the nomothetic approach, survey conducted among 60 product development managers from 10 organizations in the industry revealed that there is a positive relationship between innovative behavior and performance (both outcomes and efficiency). However, this relationship is mediated by the positive effect of collective intelligence within new product development projects. The study has three significant contributions. Firstly, it is the first of its type to examine the connections between creative behavior and performance. Secondly, it empirically and quantitatively investigates the function of bricolage in established organizations. Lastly, it provides information on the individual perspective of new product development processes. This study demonstrates the critical importance of inventive behavior and collective intelligence in enhancing performance within organizations during the creative processes of new product development (NPD). The findings underscore the significance of integrating the behavioral viewpoint with the resource-based viewpoint in the context of new product development (NPD), as well as the relevance of carefully choosing and effectively using the resources available to a firm.
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