Frugal creativity: a new conceptualization as planned behavior

Abstract

Purpose This paper aims to introduce, define and propose a model for the concept of “frugal creativity” (FC), as the front end of the frugal innovation (FI) process. Modeling FC as a planned behavior makes it useful to large organizations who may wish to strategically promote such behavior. Design/methodology/approach Identifying common themes from the literature, the authors propose a comprehensive definition of FI. Using this definition, they define FC. Next, a model for FC is proposed based on the theory of planned behavior. Findings The conceptual model proposes that frugal creativity intention (FCI) can be predicted by the prosocial motivation, dissatisfaction with status-quo and the threat-opportunity perception of resource constraints of an individual. The authors further propose that FCI would translate into FC more frequently when work is perceived as meaningful. Research limitations/implications The proposed model opens avenues for further conceptual and empirical research in the area, although it first requires empirical validation. Practical implications The model of FC as a planned behavior can help multinationals, established firms or governments, seeking to use FI as a deliberate strategic choice, to develop suitable human capital and context for FI. Originality/value First, the authors propose a comprehensive definition for FI by consolidating related constructs. Second, they introduce the concept of FC as the idea generation stage of FI. Third, they propose a model for FC as a planned behavior. To the authors’ knowledge, the last two have not been attempted earlier.