A serial mediation model of effects of team innovation on new product development success: Revising the role of team strategic orientations

Abstract

Although team innovation is considered as a critical pillar for the success of new product development (NPD) projects, previous studies have not clearly differentiated the stages of team innovation from team creativity to team innovation implementation, but only paying more attention to the generation of new ideas. Therefore, this study examines the mechanism through which three forms of team strategic orientation (technology orientation, market orientation, and entrepreneurial orientation) simultaneously influence on NPD success. Using the resource‐based view, this study proposes a theoretical framework in which team creativity and team innovation implementation mediate team strategic orientations on NPD success. The findings of this study can provide a guide for project managers to exercise different strategies in different stages of innovation to promote the development of new products that permit to explore and to exploit knowledge and to promote organizational learning.