In the present research paper the aim is to outline a theoretical framework for the empirical study of the effects of information technology upon creativity. Deriving from research, it is assumed that creativity plays a crucial role in the early phases of new service development. This counts for information technology as well.
Thus, investigating the effects of information technology upon creativity will contribute to the early phases of new service development. More specifically, the present investigation considers the problem of providing tools for groups and individuals dealing with creative work, the seed of innovation, using information technology to communicate ideas. With the development of information technology it is assumed that the development processes of services, as well as for prod-ucts, could be made more efficient. Using an experimental design two studies were conducted comparing computer-mediated communication with face-to-face communication. The results indicates that there is a positive relationship between the amount of social context cues a certain media allow being transmitted and group performance. In the end managerial implications for distributed group work are discussed