Abstract
We draw on the theory of planned behavior to develop and test a set of hypotheses about the drivers of employee intentions to become engaged in the development of new products and services. The results from a survey of 3,435 employees of Swedish companies, including small, medium-sized, and large firms, reveal a number of factors related to attitudes, subjective norms, and perceived behavioral control that have an either positive or negative influence on the presence of such intentions. We further show how the strength of the identified relationships varies with firm size. Overall, the findings suggest that firms may differ substantially in terms of their ability to support employee initiatives that are critical for sustained introduction of new products and services.
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