Creative Problem Solving in GSS Groups: Do Creative Styles Matter?

Creative groups drive innovation and organizational change and collaborative systems can be used to pool creative team members across the globe. How individual creative preference impacts the group’s creative performance across different creative problem solving phases in a GSS environment is not well understood. The objective of this exploratory study was to understand if there are differences in group performance when groups with varying member creative styles interact solely via GSS. We conducted a quasi-experimental study that compared the performance of groups with two alternate member styles interacting only via group support systems during a creative problem solving process. Ideator and Evaluator groups were compared on their divergent and convergent phase performance. Significant differences were found between the Ideator groups and Evaluator groups on idea fluency, idea flexibility, idea novelty, idea elaboration and solution cost-effectiveness. No significant differences were found between the performance of the two groups on solution feasibility and novelty. Results indicate that member creative styles play an important role in determining the performance of technology-supported groups. These results aid researchers and practitioners by improving their understanding of the performance of creative teams interacting solely via collaborative support systems for creative problem solving tasks.