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The Brainstorming Myth

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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.
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Document Type: Research Article

Affiliations: Business Psychology Unit, University College London

Publication date: 01 December 2000

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