Conducting Creativity Brainstorming Sessions in Small and Medium-Sized Enterprises Using Computer-Mediated Communication Tools

A variety of Web-based low cost com puter-m ediated com m unicat ion (CMC) tools are now available for use by sm all and m edium -sized enterprises (SME) . These tools invariably incorporate chat system s that facilitate sim ultaneous input in synchronous elect ronic m eet ing environm ents, allowing what is referred to as “elect ronic brainstorm ing.” Although prior research in inform at ion system s ( I S) has established that elect ronic brainstorm ing can be superior t o facetoface brainstorm ing, there is a lack of detailed guidance regarding how CMC tools should be opt im ally configured to foster creat ivit y in SMEs. This paper discusses factors to be considered in using CMC tools for creat ivit y brainstorm ing and proposes recom m endat ions for opt im ally configuring CMC tools to enhance creat ivit y in SMEs. The recom m endat ions are based on lessons learned from several recent experim ental studies on the use of CMC tools for r ich brainstorm ing tasks that require part icipants to invoke dom ainspecific knowledge. Based on a considerat ion of the advantages and disadvantages of the various configurat ion opt ions, the recom m endat ions provided can form the basis for select ing a CMC tool for creat ivit y brainstorm ing or for creat ing an in-house CMC tool for the purpose.