TITLE

Idea Generation and the Quality of the Best Idea

AUTHOR(S)
Girotra, Karan; Terwiesch, Christian; Ulrich, Karl T.
PUB. DATE
June 2009
SOURCE
INSEAD Working Papers Collection;2009, Issue 32, preceding p1
SOURCE TYPE
Working Paper
DOC. TYPE
Article
ABSTRACT
In a wide variety of organizational settings, teams generate a number of possible solutions to a problem, and then select a few for further investigation. We examine the effectiveness of two creative problem solving processes for such tasks--one, where the group works together as a team (the team process), and the other where individuals first work alone and then work together (the hybrid process). We define effectiveness as the quality of the best ideas identified by the group. We build theory that relates previously observed group behaviour to four different variables that characterize the creative problem solving process: (1) the average quality of ideas generated, (2) the number of ideas generated, (3) the variance in the quality of ideas generated, and (4) the ability of the group to discern the quality of the ideas. Prior research defines effectiveness as the quality of the average idea, ignoring any differences in variance and in the ability to discern the best ideas. In our experimental set-up, we find that groups employing the hybrid process are able to generate more ideas, to generate better ideas, and to better discern their best ideas compared to teams that rely purely on group work. Moreover, we find that the frequently recommended brainstorming technique of building on each other's ideas is counter-productive: teams exhibiting such build-up neither create more ideas nor are the ideas that build on previous ideas better.
ACCESSION #
41994550

 

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