Bicen, Pelin; Kamarudin, Suzilawati; Johnson, William H.A. - In: Journal of Business Research 67 (2014) 1, pp. 2877-2883
This paper examines the etic vs. emic nature of the new product creativity (NPC) construct often used in the strategic marketing and management literatures. The current study compares the NPC measure developed by Im and Workman (2004) in the West in an Eastern context by utilizing data from 172...