Merits of task advice during new product development: Network centrality antecedents and new product outcomes of knowledge richness and knowledge quality

Utilizing new product development (NPD) teams to accomplish complex tasks in firms has been an emergent issue in many industries throughout the last couple of decades. Despite numerous studies, formation and efficient management of NPD teams is still a developing research domain. Using the knowledge-based view of the firm and social network theories complementarily, this paper contributes to literature by examining the intrafirm social relational structures of NPD teams. Focusing specifically on the network centrality of the NPD teams, this paper argues that network centrality types of closeness, betweenness, and degree centralities influence the quality and richness characteristics of knowledge received through task advice seeking. Subsequently, the knowledge gained with these characteristics enhances product innovativeness and new product success. Consequently, the second contribution of this paper is to conceptualize the effect of the task advice-seeking activities of NPD teams on NPD outcomes. The paper concludes with a discussion of the empirical testing of the proposed model, including suggestions for focal construct operationalizations as well as other future research directions.