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Journal of the Academy of Marketing Science
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Setting the Stage for Creative New Products: Investigating the Idea Fruition Process

Janice Griffiths-Hemans

Astra Zeneca

Rajiv Grover

University of Georgia

This article attempts to understand the idea fruition process, or the fuzzy front-end set of activities that an organization may informally engage in before it adopts a formal process for developing a new product. The authors propose that the idea fruition process consists of three subprocesses: idea creation, idea concretization, and idea commitment. They also propose and test the individual and organizational factors that influence the idea's degrees of creativity, concretization, and commitment to further the understanding of the phenomenon and, thus, boost the creation and harnessing of worthwhile ideas in organizations.

Key Words: idea fruition process • creativity • informal new product development

Journal of the Academy of Marketing Science, Vol. 34, No. 1, 27-39 (2006)
DOI: 10.1177/0092070305281777
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