Creativity is increasingly being recognized as an important source
of competitive advantage because a single creative idea that is
both novel and useful may take an organization in a profitable new
direction. A long tradition of research has focused on individual
creativity; especially the traits and social situations that make
some people more creative than others. Over time, however, there
has been a major shift in the way work is conducted such that
organizations are becoming increasingly team-based and employees
are spending more time working as a member of a group. In line with
this shift, research on creativity also moved from a focus on the
individual to a focus on groups of people who collaborate to
generate creative ideas. The growing interest in group creativity
reflects an underlying assumption that the exchange of ideas that
occurs in a group setting is more likely to result in a wider range
of ideas that are more creative than any one person could have come
up with alone. Although the evidence to support this assumption is
somewhat mixed, there is a great deal of work yet to be done. Our
goal in this volume is to promote the already burgeoning interest
in group creativity by identifying new questions that will drive
future research in this area.
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