Magnitude or speed? The effect of digital strategic transformation on new product creativity

The relationship between digital strategic transformation (DST) characteristics and new product creativity (NPC) is unclear. Integrating upper echelons theory and attention-based view, this study explores the effect of the magnitude and speed of DST on NPC. Based on a sample of 355 Chinese firms, this study found that (1) Digital strategic transformation magnitude (DSTM) positively affects NPC. (2) Digital strategic transformation speed (DSTP) positively affects NPC. (3) TMT polychronicity (TMTP) weakens the positive relationship between DSTM and NPC. (4) TMT polychronicity strengthens the positive relationship between DSTP and NPC. Such findings contribute to new practical perspectives regarding utilising DST to promote NPC.