Frugal creativity: a new conceptualization as planned behavior

Abstract

PurposeThis paper aims to introduce, define and propose a model for the concept of “frugal creativity” (FC), as the front end of the frugal innovation (FI) process. Modeling FC as a planned behavior makes it useful to large organizations who may wish to strategically promote such behavior.Design/methodology/approachIdentifying common themes from the literature, the authors propose a comprehensive definition of FI. Using this definition, they define FC. Next, a model for FC is proposed based on the theory of planned behavior.FindingsThe conceptual model proposes that frugal creativity intention (FCI) can be predicted by the prosocial motivation, dissatisfaction with status-quo and the threat-opportunity perception of resource constraints of an individual. The authors further propose that FCI would translate into FC more frequently when work is perceived as meaningful.Research limitations/implicationsThe proposed model opens avenues for further conceptual and empirical research in the area, although it first requires empirical validation.Practical implicationsThe model of FC as a planned behavior can help multinationals, established firms or governments, seeking to use FI as a deliberate strategic choice, to develop suitable human capital and context for FI.Originality/valueFirst, the authors propose a comprehensive definition for FI by consolidating related constructs. Second, they introduce the concept of FC as the idea generation stage of FI. Third, they propose a model for FC as a planned behavior. To the authors’ knowledge, the last two have not been attempted earlier.