中文摘要：

基于组织设计和文化导向理论，分析和探讨了新产品开发过程中知识奖励设计对新产品创造力的影响作用以及文化导向在这一过程中的调节机理。在直接检验知识奖励与新产品创造力关系的基础上，深入分析并检验了两种不同类型组织文化导向（柔性文化导向与控制文化导向）对上述关系的调节作用。以209家国内企业为研究对象的实证结果发现：知识奖励正向促进新产品创造力；柔性文化导向正向调节知识奖励与新产品创造力之间的关系，而控制文化导向对上述关系的调节作用是非线性、倒U型的，即在中等强度的控制文化导向作用下，知识奖励对新产品创造力的促进作用最强。

英文摘要：

Drawing upon organizational design and cultural orientation theory, effective knowledge reward design and culture orientation is conducive to new product creativity. Using 209 Chinese firms as the research objects, firstly test the direct effect of knowledge reward on new product creativity, and further analyze the moderating role of organizational culture orientation on the relationship between knowledge reward system and new product creativity. Results show that knowledge reward is positively related to new product creativity. In addition, organizational culture （i.e., flexibility orientation and control orientation） plays different roles in the relationships between knowledge reward and new product creativity. While flexibility orientation positive moderate the relationship between knowledge reward and new product creativity, control orientation has a nonlinear, inverse U-shaped moderation on the relationship between knowledge reward and new product creativity. Implications and suggestions for future research are provided.