Brainstorming

Brainstorming is the most widely used and recognized procedure in firms to find new concepts or solutions. However, extensive research in the last three decades casts doubts about the efficiency and effectiveness of this approach. Apparently, the group dynamics, instead of increasing the fluency and originality of individuals, may block them. This results in fewer ideas and in less originality compared to that in a nominal group (the same number of people, but working separately). Brainstorming is not without any value. Its effects on extensive knowledge transfer and sharing, and its influence on organization atmosphere, have been reported. The current research focuses on variations that may help individuals overcome brainstorming obstacles, and make this process more successful (for example, electronic brainstorming).