Virtual Teams and their Search for Creativity

In this chapter, we examine the differences in processes and results when creativity techniques are used in the management of traditional and virtual teams. To do this, we discuss the following three main elements: the definition of creativity and its relationship with team performance; the variables that enhance creativity in a virtual team; and the most suitable creativity techniques for a virtual environment. We draw two main conclusions. First, creativity can help virtual teams become more effective, and second, not all the methods that foster creativity in a face-to-face context are appropriate in the virtual environment. INTRODUCTION The transition to the so-called information society, and particularly the emergence of tools based on the new information and communication technologies, is profoundly affecting productive processes and working methods. As a consequence, numerous changes are taking place within the organizational context. For example, the number of knowledge workers is increasing, divisions This chapter appears in the book, Virtual and Collaborative Teams: Process, Technologies and Practice, edited by Susan H. Godar and Sharmila Pixy Ferris. Copyright © 2004, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. 701 E. Chocolate Avenue, Suite 200, Hershey PA 17033-1240, USA Tel: 717/533-8845; Fax 717/533-8661; URL-http://www.idea-group.com IDEA GROUP PUBLISHING 214 Gasco-Hernandez and Torres-Coronas Copyright © 2004, Idea Group Inc. Copying or distributing in print or electronic forms without written permission of Idea Group Inc. is prohibited. between companies and departments are disappearing, networks are being created between countries, minority workers are being included, and workers’ needs are being recognized. These changes require more flexible and adaptable structures that result in new forms of organization. One of these is the establishment of virtual teams that allow employees to work outside the office and to communicate and interact effectively with other colleagues in a “virtual” way. For many businesses, survival in the new era depends on the effectiveness and creativity of these virtual teams. Many studies already showed how a team can become more creative, and therefore more efficient, but only a few researchers focused on how a virtual team can use creativity techniques to perform better. In this chapter, therefore, we study what differences there are (both in terms of processes and in terms of results) when creativity techniques are used in the management of traditional and virtual teams. To do this, we discuss three main elements: the definition of creativity and its relationships with team performance, the variables that enhance creativity in a virtual team, and the most suitable creativity techniques for a virtual environment. CREATIVITY AS A TOOL FOR IMPROVING TEAM PERFORMANCE IN TRADITIONAL ORGANIZATIONS AND STRUCTURES Creativity is the shortest way to search for unconventional wisdom and produce paradigm-breaking ideas and innovation. However, as we will show in this chapter, creativity is also a tool for improving organization and team performance. To understand this, we need to address two elements. First, we will discuss the meaning of creativity. Then, after reviewing the literature, we will answer this question: “Is there a reliable relationship between creativity and performance? ” Meaning of Creativity Most researchers believe that the key to organizational success lies in developing intellectual capital and acquiring a new set of thinking: the creativity to produce an idea and the innovation to translate the idea into a novel result (Roffe, 1999). We can say the following (Roffe, 1999): . the key is to turn ideas into useful knowledge and the useful knowledge into added value. In practice, this means bringing together the creative thinkers so that they can discuss and elaborate on their ideas, even if they do not really want to. It also 17 more pages are available in the full version of this document, which may be purchased using the "Add to Cart" button on the publisher's webpage: www.igi-global.com/chapter/virtual-teams-their-searchcreativity/30805