Brainstorming & applied imagination

These techniques of brainstorming have helped in reaching solutions to various kinds of problems within organizations. As reported by Proctor (1999, 116) brainstorming has proved very effective in coming out with solutions of problems that pertain to Issues of reducing time in production line, 1. finding ways to handle shop lifting 2. In marketing and sales segment where within a short time a large number of concepts, punch lines and creative names are required. However the same techniques of brainstorming do not yield desired result if problem is too technical or require special expertise that cannot be suggested by other people.

Today brainstorming has become synonymous with creative thinking and infusion of imaginative solution to problems that come in organizational setups. The basic concept of brainstorming is to achieve a synergy of ideas that helps to break situation of deadlocks. It helps in generating ideas and then narrows down attention to their detail whereby from a number of available options the optimum course is selected. Thus it creates a sequence where participants themselves become proponents of ideas and their judge to weed out the ineffectual concepts and retain only those that carry sufficient potential with them (Proctor, 1999).

Electronic Brainstorming Application of informationtechnologyand computer analysis methods to brainstorming has provided new tools in hands of researchers to measure the effectiveness of brainstorming and improve its outcome by balancing technological capabilities with the situational requirements. Meeting styles within groups, in the words of Dennis (1994) have largely resorted to electroniccommunicationstyles that offers benefits of “ parallelism, direct access to meetingmemoriesand anonymity offered by pure electronic communication”.

Group brainstorming has seen emergence of new techniques such as Group Decision Support System, Electronic Meeting System, Groupware, and Group Support System. Some of these methods help the group members to interact with each other by help of networked computers that facilitate instant communication, messaging, sharing of ideas and joint coordination. In addition members can highlight key issues on discussion on common large electronic blackboard that is visible to every group member (Dennis, 1994).