Creative climate, creativity capabilities, and new product creativity in the internet communication space

Due to advanced internet communication spaces (e.g. Facebook, Twitter), most firms actively utilize such spaces as a means of maintaining close relationships with consumers (Cova and Pace 2006; Mathwick 2006). Some firms further employ them to increase consumer influence by incorporating consumer feedback into their new product development (NPD), including the generation of innovative ideas (Füller et al. 2006; Füller and Hienerth 2004; van Oost et al. 2009), involvement in new product design, or participation in new product launches (e.g. Kohler et al. 2009; Schau et al. 2009).