The Impact of Team Creativity and Continuous Improvement on Time-to-Market: An Empirical Evidence from the UAE Electronics Industry

The main objective of this research is to empirically analyse the time-to-market impact of team creativity and continuous improvement in the electronics industry in the UAE. The empirical evidence from the electronics industry of team creativity and continuous performance linked with time-to-market has not been considered in prior literature. An online survey was conducted to gather responses from 34 electronic companies based in Dubai. Cluster sampling was employed with a quantitative research technique, and a descriptive, exploratory, causal and analytical design was used. A valid sample of 291 respondents was analysed with correlation, regression and hypothesis testing. Research findings revealed a significant direct impact of team creativity on time-to-market; continuous improvement identified a significant link with time-to-market. The focused research model relationship allows electronics industries to implement. Future research must investigate other manufacturing industries to build effective strategic planning. Time-to-market is reportedly necessary for sustainable competitive advantage. Implementing and practising team creativity and continuous improvement for organisations is advised, particularly in electronics and the manufacturing industry.