The Brainstorming Myth
Author: Furnham, Adrian
Source: Business Strategy Review, Volume 11, Number 4, 1 April 2000 , pp. 21-28(8)
Publisher: Wiley-Blackwell
Abstract:
Research shows unequivocally that brainstorming groups produce fewer and poorer quality ideas than the same number of individuals working alone. Yet firms continue to use brainstorming as a technique for generating ideas. This continuing use of an ineffective technique is interesting psychologically. From a practical viewpoint, understanding why brainstorming is usually ineffective, and why people still do it, gives a basis for suggesting how managers can improve the way they use it.Document Type: Research article
DOI: http://dx.doi.org/10.1111/1467-8616.00154
Affiliations: 1: Business Psychology Unit, University College London
Publication date: 2000-04-01
- In this: publication
- By this: publisher
- In this Subject: Business
- By this author: Furnham, Adrian

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