New “Brainstorming†Principles

John R. Rossiter and Gary L. Lilien
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John R. Rossiter: Australian Graduate School of Management, The University of New South Wales, Sydney NSW 2033.
Gary L. Lilien: Smeal College of Business Administration, Penn State University, University Park PA 16802, USA.

Australian Journal of Management, 1994, vol. 19, issue 1, 61-72

Abstract: This article presents six new principles emerging from four decades of academic and industry research on the generation of high-quality creative ideas by “brainstorming†. The principles are: (a) brainstorming insructions are essential and should emphasize, paradoxically, number and not quality of ideas; (b) a specific, difficult target should be set for the number of ideas; (c) individuals, not groups, should generate the initial ideas; (d) groups should then be used to amalgamate and refine the ideas; (e) individuals should provide the final ratings to select the best ideas, which will increase commitment to the ideas selected; and, (f) the time required for successful brainstorming should be kept remarkably short. By following these principles, brainstorming will more dependably produce high-quality creative results.

Keywords: CREATIVE IDEAS; GROUPS VS. INDIVIDUALS; TASK INSTRUCTIONS AND PROCEDURES; BRAINSTORMING; NOMINAL GROUP TECHNIQUE; COMPUTER APPLICATIONS IN MANAGEMENT (search for similar items in EconPapers)
Date: 1994
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Persistent link: https://EconPapers.repec.org/RePEc:sae:ausman:v:19:y:1994:i:1:p:61-72

DOI: 10.1177/031289629401900104

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