This study provides a theoretical account of bricolage effects on two critical new-product advantages. Survey data from 222 firms reveal that bricolage hastens new-product development (NPD), but has an inverted U-shaped re- lationship with new-product creativity. However, under high technological turbulence, bricolage has an en- hanced positive association with NPD speed. Consequently, this study contributes to bricolage theory and practice by revealing how bricolage influences new-product advantages and identifying boundary conditions for successful NPD. 



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