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Rewarding Female Inclusive New Product Teams

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Celebrating the Past and Future of Marketing and Discovery with Social Impact (AMSAC-WC 2021)

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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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Authors and Affiliations

  1. University of Texas, El Paso, TX, USA

    Jessica Felix & Gary L. Frankwick

  2. Metropolitan State University, Denver, CO, USA

    Felix Flores

Authors
  1. Jessica Felix
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  2. Felix Flores
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  3. Gary L. Frankwick
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Correspondence to Jessica Felix .

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Editors and Affiliations

  1. College of Business Administration, Nicholls State University, Thibodaux, LA, USA

    Juliann Allen

  2. MINT Research Center, SKEMA Business School, Lille, France

    Bruna Jochims

  3. Rohrer College of Business, Rowan University, Glassboro, NJ, USA

    Shuang Wu

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Felix, J., Flores, F., Frankwick, G.L. (2022). Rewarding Female Inclusive New Product Teams. In: Allen, J., Jochims, B., Wu, S. (eds) Celebrating the Past and Future of Marketing and Discovery with Social Impact. AMSAC-WC 2021. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-030-95346-1_181

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