Follow the crowd in a new direction: When conformity pressure facilitates group creativity (and when it does not)

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Parsing organizational culture: How the norm for adaptability influences the relationship between culture consensus and financial performance in high-technology firms (2014, background): “…behavioral variation will differ depending on the content of cultural norms—and particularly, which norms are intensely held and whether intensely held norms exist within the context of more or less consensus across a broad range of norms—the three components of culture must be examined together.”
The Impact of Culture on Creativity (2015, background): “…of creative ideas, creativity is often seen as a precursor to innovation, but creativity plays a role throughout all phases of organizational innovation (Ford, 1996: 1113). such as by facilitating the selection of creative ideas to suit a given context (Cropley, 2006; Goncalo and Duguid, 2011).”
Research on Workplace Creativity: A Review and Redirection (2014, background): “Goncalo & Duguid (2012) conducted an experiment to test the joint effect of conformity pressure, norm content (individualism versus collectivism), and team members’ creative personality on the rated creativity of the ideas generated by groups.”