Fostering Innovative Work Behavior in New Product Development Projects: A Theoretical Review

Innovative Work Behavior (IWB) is widely recognized as a driver of organizational competitiveness, particularly in New Product Development (NPD) projects where uncertainty and rapid change demand creativity and adaptability. Although a considerable amount of research has been done on IWB, most of the studies tend to focus on it by using only one theoretical perspective thus failing to establish a comprehensive picture of this multidimensional phenomenon. This paper provides a comprehensive review that synthesizes four influential perspectives, Social Cognitive Theory (SCT), Self-Determination Theory (SDT), the Theory of Innovation and Transformational Leadership Theory (TLT) into an integrative framework for explaining IWB in NPD contexts. The framework clarifies how self-efficacy and learning (SCT), motivational needs for autonomy, competence, and relatedness (SDT), organizational structures and entrepreneurial orientation (Innovation Theory), and transformational leadership practices (TLT) jointly shape employees’ innovative contributions in NPD projects. By combining these perspectives, the review moves beyond fragmented accounts of IWB to highlight the dynamic interplay of individual, motivational, organizational, and leadership factors. This synthesis advances theoretical clarity while offering practical guidance for managers seeking to foster innovation and creativity. The paper concludes by stating future research directions, which implies empirically testable hypotheses, that test cross-level mechanisms and interaction. Holistically, the framework contributes to the literature and points out the theoretical and practical importance of the knowledge on IWB in the context of the NPD settings.