Abstract Drawing upon organizational design, competing values framework and strategic theory, the effective interaction of process formalization, cultural attributes and entrepreneurial orientation of firm is conducive to new product creativity. Using 209 Chinese firms as the research objects, this study first tests the direct effect of process formalization on new product creativity, and then further analyzes the moderating role of cultural orientation, entrepreneurial orientation, and the interaction of them in the relationship between process formalization and new product creativity. Results show that process formalization is positively related to new product creativity; flexibility orientation positively moderates the relationship between process formalization and new product creativity, and control orientation also positively moderates the relationship between them. Moreover, the three-way interaction effort of process formalization, flexibility orientation and entrepreneurial orientation is positively related to new product creativity.
