Increasing efficiency in collective creativity.

The process of new product development often requires diverse knowledge and skills. The organisations are becoming increasingly ''team'' based. In many cases working in teams and collective creativity skills are becoming more important than job-related knowledge. There are not many studies on how to increase the efficiency in collective creativity. The study presented in the article was conducted in two phases. The first phase of the study was aimed on the identification factors most important for the efficiency of collective creativity. The survey of 38 teams was performed. The second phase of the study is aimed at identification possible solutions/principles on how to increase the efficiency of collective creativity process. The analysis of three existing collective creativity models is conducted. Based on the findings the Simultaneous Collective Creativity (SCC) model was developed. Each step of the model is described in detail in the article. [ABSTRACT FROM AUTHOR]