Creativity, trust and systematic processes in product development

This paper addresses the challenge of striking a balance between, on one hand, mitigating uncertainty through the existence of systematic processes and structures and, on the other, stimulating creativity through allowable variation in work processes and structures. Both objectives are fundamental aspects of product development work. Our main finding is that both objectives can be achieved simultaneously. We introduce trust as a mediating variable. We show first, that being systematic in the processes for obtaining information and applying explicit organizational rules and structures in product development work creates an atmosphere of trust in the organization. Second, we show that trust increases creativity. The paper contributes to an understanding of how and why trust is important in product development organizations and of how trust can be actively managed. Above all, the paper contributes to the understanding of how uncertainty and creativity should be managed in organizations conducting product development.

► This paper shows empirically that product development organizations applying systematic processes and explicit organizational structures are also more creative in their work.
► Product development work requires a balance between mitigating uncertainty by having systematic processes and structures, and stimulating creativity by allowing processes and structures to vary.
► This paper shows, that because systematic processes create an atmosphere of trust – and because trust stimulates creativity – both objectives can be achieved simultaneously.