Team design thinking in new product development (NPD) refers to a set of design‐oriented principles that can be embedded in the everyday routines of NPD teams. We theorize that team design thinking enables NPD teams to develop more innovative products––products that are useful and novel––by reducing the routine and cognition‐based inertia that constrains the team’s innovativeness. Through a study of 247 NPD projects, we investigate the relationships between team design thinking, product utility, and product novelty. Further, we also explore whether the team’s unfamiliarity with product contexts influences these relationships. Findings show that team design thinking is positively associated with useful products in both familiar and unfamiliar contexts, but that team design thinking is associated with product novelty only in familiar contexts. Findings also suggest that team design thinking can be framed as a dynamic capability that addresses routine and cognition‐based inertia by expanding the organization’s knowledge resource base, particularly in familiar contexts. A key implication of this research is that team design thinking will influence product utility in a variety of situations, but its influence on product novelty will be evident primarily in familiar contexts.

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团队设计思维，产品创新和问题陌生的调节作用

团队设计思维在新产品开发（NPD）中，NPD是指可以嵌入NPD团队日常工作中的一组面向设计的原则。我们认为，团队设计思想使NPD团队能够减少约束团队创新的常规和基于认知的惯性，从而开发出更多创新产品-有用且新颖的产品。通过对247个NPD项目的研究，我们研究了团队设计思维，产品效用和产品新颖性之间的关系。此外，我们还探讨了团队对产品上下文的不熟悉是否会影响这些关系。研究结果表明，团队设计思维在熟悉和不熟悉的环境中都与有用的产品成正相关，而团队设计思维仅在熟悉的环境中与产品的新颖性相关。研究结果还表明，可以通过扩大组织的知识资源基础，尤其是在熟悉的环境中，将团队设计思想构架为一种动态能力，以解决例行和基于认知的惯性。这项研究的关键意义在于，团队设计思维将在各种情况下影响产品的效用，但其对产品新颖性的影响将首先在熟悉的环境中显而易见。