Abstract
Brainstorming is a highly familiar, proven but to some degree “tired tool” for gathering and developing new ideas. Every business uses brainstorming, whether internally in the conference room, or by bringing in consultants to help generate and evaluate ideas on specific problems. Everyone is convinced that they’re doing something meaningful, when in fact brainstorming sessions are rarely as productive as they could or should be.
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© 2005 Arthur Gogatz and Reuben Mondejar
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Gogatz, A., Mondejar, R. (2005). A new brainstorming model. In: Business Creativity. Palgrave Macmillan, London. https://doi.org/10.1057/9780230510265_10
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DOI: https://doi.org/10.1057/9780230510265_10
Publisher Name: Palgrave Macmillan, London
Print ISBN: 978-1-349-52269-9
Online ISBN: 978-0-230-51026-5
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