The paper identifies that unlike many people beliefs, literature has shown that there is a loss of productivity and efficiency in firms that use face-to-face brainstorming session. Besides, those that use individual creativity are said to benefit more in terms of organizational creativity and efficiency of operations. In addition, the paper identifies that initial psychological abstract relied so much on the generalization that group brainstorming was more efficient than the individual mind. While this has been a conclusion in a few types of research, the article observes that researchers conducted between 1967-1994 indicate that group brainstorming is slow and ineffective in organizational, management.
Notably, the article examines group brainstorming efficiency in terms of productivity and organizational creativity. The author notes that there is less creativity in organizations that adopt group brainstorming have less creativity in product designs, overhauling of business systems and improving manufacturing as compared to organizations that adopt individual creativity. Moreover, the literature review is consistent with the thesis of this article. Borrowing from Mullen, Salas and Johnson work 1991; it notes that there is productivity loss in-group of more than two when it comes to creativity.
In essence, the article seeks to clarify the notion that has been widespread that claims group brainstorming is superior. As one of the greatest undoing of brainstorming, the article identifies that it encourages ideas auctioning and competition. It thus shifts focus to winners and losers, and that is how it becomes antagonistic to organizational creativity. Unlike previous research in the field of brainstorming, this study focuses on four unique strategies. Firstly, the study focuses on knowledge growth and extension by making comparisons of various opposing conclusive studies.
While the author seeks to shift the reader's minds from hasty generalization on the effectiveness of individual creativity than group brainstorming, the author sets out an explorative study that allows inference about group brainstorming.
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