The double-edged sword of intricate idea enactment in product development

Abstract

Following recent technological advances, presenting an idea in a high idea enactment format (e.g., elaborate 3D computer animation) is increasingly being used in new product development with the intention of presenting ideas more realistically. What has been largely overlooked is that these technologies can also have undesirable side effects in NPD. This paper shows that it is beneficial for the creative production of individuals with weaker creative self-efficacy but hampers that of individuals with stronger creative self-efficacy. In addition, we identify outcome orientation as the mechanism through which the idea enactment format stimulates or limits a contributor’s imagination, depending on the level of that individual’s creative self-efficacy. These findings provide several directives that address ongoing controversies in the field. For innovation managers, the paper highlights the relevance of identifying a contributor’s degree of self-efficacy prior to deciding on the idea enactment format in creative NPD tasks.