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Part 5. Product Innovation and Management

  1. Jacob Goldenberg1,2,
  2. David Mazursky1,3

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem05031

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Goldenberg, J. and Mazursky, D. 2010. Brainstorming. Wiley International Encyclopedia of Marketing. 5.

Author Information

  1. 1

    Hebrew University of Jerusalem, Jerusalem, Israel

  2. 2

    Columbia University, New York, NY, USA

  3. 3

    Bocconi University, Milan, Italy

Publication History

  1. Published Online: 15 DEC 2010


Brainstorming is the most widely used and recognized procedure in firms to find new concepts or solutions. However, extensive research in the last three decades casts doubts about the efficiency and effectiveness of this approach. Apparently, the group dynamics, instead of increasing the fluency and originality of individuals, may block them. This results in fewer ideas and in less originality compared to that in a nominal group (the same number of people, but working separately). Brainstorming is not without any value. Its effects on extensive knowledge transfer and sharing, and its influence on organization atmosphere, have been reported. The current research focuses on variations that may help individuals overcome brainstorming obstacles, and make this process more successful (for example, electronic brainstorming).


  • creativity;
  • problem solving;
  • group dynamics