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J4  2014, Vol. 11 Issue (7): 1046-    DOI:
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The Impact of Group Diversity on Individual Creativity during Fuzzy  Front End Phase of New Product Development
GUO Jing,SU Qin
Xi’an Jiaotong University, Xi’an, China

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Abstract  Using employees in manufacture companies’ R&D team as subjects and simulating the context of Fuzzy Front End Phase, this study will analyze the impact of different categories’ group diversity on individual creativity, and the moderate effect of Openness to Experience personality and the mediate effect of communication intention between them. The results show functional diversity, cognitive diversity, and gender diversity positively impact on individual creativity. Among them, Openness to Experience personality moderated the relationship between functional diversity and individual creativity. And, communication intention is the mediating variable between gender diversity and individual creativity.
Key wordsnew product development      fuzzy front end      individual creativity      group diversity     
Received: 06 November 2013     
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