Impact Of Preparation And Motivation On Brainstorming Outcomes

The purpose of this study is to find the missing ingredients in the academic studiesto explain the difference in attitudes between companies and academic research towardthe brainstorming. To do so, an experiment was conducted, in the maximum possiblerespect to the brainstorming requirements; to compare the performances of thebrainstorming ‘groups and the nominal group (individual thinking) in the case ofchallenging and non-challenging task. The other objective is to assess for thebrainstorming groups the impact of the financial motivation, the pre-preparation of thetask and the group cultural diversity (mono culture vs. multicultural groups) on thequantity and quality of the generated ideas.This work succeeded to show the influence of the challenge on the brainstormingsession, and showed that the reel groups can generate more ideas than nominal groupswhen the question is challenging. This study also allowed proofing the influence and theimportance of the pre-preparation on the quantity and the quality of the ideas.Unfortunately our work couldn’t neither show the importance of the cultural diversity(proofed in previous researches), nor the influence of the financial motivation on thebrainstorming outcomes, instead of boosting the participants motivation to create moreand better ideas money had a negative effect and decreased the quantity of the producedideas.This paper suggested also as improvement of the brainstorming the use of themicro blogs (like Weibo) as huge electronic brainstorming, where companies‘employees from all over the world can brainstorm in a total freedom.The micro-blogscan be a mine of creative ideas.