Bricolage effects on new-product development speed and creativity: The moderating role of technological turbulence

This study provides a theoretical account of bricolage effects on two critical new-product advantages. Survey data from 222 firms reveal that bricolage hastens new-product development (NPD), but has an inverted U-shaped relationship with new-product creativity. However, under high technological turbulence, bricolage has an enhanced positive association with NPD speed. Consequently, this study contributes to bricolage theory and practice by revealing how bricolage influences new-product advantages and identifying boundary conditions for successful NPD.