Hirunyawipada, Tanawat; Paswan, Audhesh K. - In: Journal of Business Research 66 (2013) 11, pp. 2332-2337
Idea generation is a critical activity in new product development. This study investigates the effects of ideation team's cognitive depth (specialization) and breadth (diverse expertise) as well as goal constraint on the generation of new product ideas. Focusing on the determinants of new...