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Special Session: Super Sonic Logos: The Power of Audio Branding: An Abstract Read chapter Read first chapter

2022 | OriginalPaper | Chapter

Rewarding Female Inclusive New Product Teams

Authors : Jessica Felix, Felix Flores, Gary L. Frankwick

Published in: Celebrating the Past and Future of Marketing and Discovery with Social Impact

Publisher: Springer International Publishing

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Abstract

As more women make up the professional management workforce in marketing and engineering, they are becoming a larger percentage of many new product development teams. With the generally acknowledged inequality in compensation between males and females, a question then arises as to the best way to reward teams for their efforts. This study surveyed 150 marketing and new product managers to examine the effect of various rewards on team creativity (originality and usefulness), number of ideas, and new product performance with different levels of female participation. Results of the SEM analysis suggest that greater female participation increases the number of ideas, which increases originality, usefulness, and new product performance. Teams with greater female participation perform better with greater focus on financial rewards.

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Metadata
Title
Rewarding Female Inclusive New Product Teams
Authors
Jessica Felix
Felix Flores
Gary L. Frankwick
Copyright Year
2022
Book
Celebrating the Past and Future of Marketing and Discovery with Social Impact

Print ISBN: 978-3-030-95345-4

Electronic ISBN: 978-3-030-95346-1

Copyright Year: 2022

DOI
https://doi.org/10.1007/978-3-030-95346-1_181