What is Media-Cognitive-Social (MCS) Model of Creativity

This article is divided into sections designed to introduce the theory to the readers. In the Background section, previous theory is summarized and the need for a new model and theory addressed. The model and theory are presented in four sections: a general model and theory overview and then one section on each set of influences on creativity—cognitive, social, and media influences. Those three sections contain the propositions of the theory. In the last section, Conclusion, consistent with the central mission of a good theory (Van de Ven, 1989), ACT contributes to knowledge on creativity of teams which use asynchronous e-collaboration and applies the knowledge to developing and managing teams for organizational innovation.