Impact of Job Demands and Resources on Idea Generation: A COR Theory Perspective

Grounded in the Conservation of Resources (COR) theory, this investigation delves into the interrelationship among job demands, job resources, and employee creativity. In particular, the paper examines the effect of challenging job demands on idea generation while considering the mediating role of structural job resources. Using a cross-sectional approach, we obtained data from 190 participants in India’s manufacturing and service sectors through self-administered questionnaires distributed via email and WhatsApp. Through structural equation modelling and Hayes’ PROCESS macro, the study confirmed a positive relationship between challenging job demands and structural job resources, challenging job demands and idea generation, and structural job resources and idea generation. It is worth noting that structural job resources were found to partially mediate the positive connection between challenging job demands and idea generation. Current investigation contributes to the advancement of the COR theory, offering valuable insights into the intricate factors that influence idea generation. Beyond the theoretical contributions, this research has practical implications for performance management systems and highlights opportunities for further exploration in understanding the complex dynamics of job demands, resources, and creativity.