Integrating the 4 P's of creativity in an IS project: an ethnographic example from Hewlett-Packard

The field of creativity is rich in examples of group efforts leading to significant breakthroughs in innovation. For example, in the area of biochemistry, Crick and Watson are famous for discovering the composition of DNA and the Wright Brothers are well known as the first to accomplish sustained flight. Research in the field of creativity has indicated that the dyad (two people) is often the optimal group number for creative output [1]. The importance of understanding how creative output occurs in work groups has increased as a result of the trend toward self-directed work groups and the learning organization. There is little empirical research on the dynamics of successful creative partnerships in the field of IS. The research reported here chronicles the work of a dyad written from the perspective of one the partners who was responsible for successful completion of the project. The authors applied ethnography as a method to conduct the research. Personal interviews were also conducted with upper level managers who approved funding for the project and others involved with the project. They attempt to integrate the 4 P's of creativity (person, process, press, and product) in the study and examine interactions that occurred among the 4 P's. They begin with a brief review of two well known partnerships in science-Watson and Crick in the field of biochemistry and the Wright brothers in aviation. Based on conclusions drawn from these and other partnerships they then compare this particular project to principles of creativity reported in previous studies. They close with a list of managerial implications for IS projects.