A Proper Lack of Understanding - Towards a Theory of Creativity in Multidisciplinary New Product Development Teams
37 Pages Posted: 24 Apr 2015 Last revised: 25 Apr 2015
Date Written: August 1, 2005
Abstract
New product development requires creativity, multidisciplinarity is believed to foster creativity, and multidisciplinary new product development teams are increasingly common. However, there is little research to offer evidence for a relationship, either positive or negative, between creativity and multidisciplinarity. Traditionally, creativity has been a subject of psychological research, concerned with individuals’ capacities and achievements, and to date creative processes in organizations still tend to be viewed as the accomplishment of some highly creative individuals. Without denying the part played by individuals, in this article we explore the prospects of an interaction-based or group approach to creativity, in an attempt to explain why creativity in a new product development team may benefit from multidisciplinary collaboration. In particular, we propose ‘proper lack of understanding’ as a mechanism. Misunderstandings, if followed by a further exchange of viewpoints, are more likely to result in new ideas and new products than communication between team members who share the same knowledge base, who therefore ‘know’ already how to deal with a given problem.
Keywords: creativity, multidisciplinarity, new product development, teams, ideation
JEL Classification: O31
Suggested Citation: Suggested Citation