Brainstorming may have some interesting applications in the marketing classroom. As a methodology, it can provide insight into marketing problems, and the degree of student involvement, commitment, and enthusiasm is of great pedagogical value. This article provides a classroom-tested illustration of the application of brainstorming.
Get full access to this article
View all access options for this article.
References
1.
Ackoff, Russell L. (1978), The Art of Problem Solving: Accompanied by Ackoff's Fables, New York: John Wiley and Sons, Inc.
2.
Albert, Kenneth J. (ed.) (1980), Handbook of Business Problem Solving, New York: McGraw-Hill Book Company.
3.
Benson, Bernard S. (1957), "Brainstorming-New Ways to Find New Ideas,"Time Magazine, 69 (February 18), 90.
4.
Benson, Bernard S. (1957), "Let's Toss This Idea Up...,"Fortune (October), 145-146.
5.
Brightman, Harvey J. (1980), Problem Solving: A Logical and Creative Approach, Atlanta, GA: Business Publications Division, College of Business Administration, Georgia State University.
6.
Campbell, John P. (1968), "Individual Versus Group Problem Solving in an Industrial Sample,"Journal of Applied Psychology, 52, 205-210.
7.
Dirkes, M. Ann (1978), "The Role of Divergent Production in the Learning Process,"American Psychologist, 33 (September), 815-820.
8.
Dunnette, Marvin D. , John Campbell, and Kay Jaastad (1963), "The Effect of Group Participation on Brainstorming for Two Industrial Samples,"Journal of Applied Psychology, 47, 30-37.
9.
Gorman, Ronald H. and H. Kent Baker (1978), "Brainstorm Your Way to Problem-Solving Ideas,"Personnel Journal, 57 (August), 438-444, 454, 456.
10.
Himes, Gary K. (1982), "Encouraging Creative Ideas,"Supervision, 44 (January), 6-7.
11.
Himes, Gary K. (1982), "Developing Your Creative Ideas,"Supervision, 44 (October) 14-15, 23, 26.
12.
Jablin, Fredric M. (1981), "Cultivating Imagination: Factors That Enhance and Inhibit Creativity in Brainstorming Groups,"Human Communication Research, 7 (Spring), 245-258.
13.
Jablin, Fredric M. and David R. Selibold (1978), "Implications for Problem Solving Groups of Empirical Research on `Brainstorming': A Critical Review of the Literature,"Southern Speech Communication Journal, 43 (Summer), 327-356.
14.
Kerwin, Robert (1983), "Brainstorming as a Flexible Management Tool,"Personnel Journal, 62 (May), 414, 416, 418.
15.
Kotler, Philip (1984), Marketing Management: Analysis, Planning, and Control (5th ed.), Englewood Cliffs, NJ: Prentice-Hall, Inc.
16.
Krulik, Stephen and Jesse A. Rudnick (1980), Problem Solving: A Handbook for Teachers, Boston: Allyn and Bacon, Inc.
17.
Maginn, Barbara K. and Richard J. Harris (1980), "Effects of Anticipated Evaluation on Individual Brainstorming Performance,"Journal of Applied Psychology, 65, 219-225.
18.
McCauley, Ann (1980), "Brainstorming and Other Thinking Games,"School and Community, 67 (December), 10-12.
19.
McDaniel, Carl, Jr. (1982), Marketing: An Integrated Approach (2d ed.), New York: Harper and Row Publishers, Inc.
20.
Meadow, Arnold and Sidney S. Parnes (1959), "Evaluation of Training in Creative Problem Solving,"Journal of Applied Psychology, 43, 189-194.
21.
Miles, Mary (1983), "Getting Bright Ideas from Your Team, Part I,"Computer Decisions, 15 (February), 192, 194-195.
22.
Miles, Mary (1983), "Bright Ideas, Part II: `Sparking,'"Computer Decisions, 15 (March), 196, 198, 200.
23.
Osborn, Alexander F. (1957), Applied Imagination: Principles and Procedures of Creative Thinking, New York: Charles Scribner's Sons.
24.
Osborn, Alexander F. (1958), "Brainstorming: You Can Use this Simple Illustration to Explain It,"Advertising Agency Magazine, 51 (January 3), 18-19.
25.
Parnes, Sidney S. and Arnold Meadow (1959), "Effects of `Brainstorming' Instructions on Creative Problem Solving by Trained and Untrained Subjects,"Journal of Educational Psychology, 50, 171-176.
26.
Plunkett, Lorne C. and Guy A. Hale (1982), The Proactive Manager: The Complete Book of Problem Solving and Decision Making, New York: John Wiley and Sons, Inc.
27.
Rubinstein, Moshe F. and Kenneth R. Pfeiffer (1980), Concepts In Problem Solving, Englewood Cliffs, NJ: Prentice-Hall, Inc.
28.
Stone, Bob (1977), "Brainstorming: Fun and Games Antidote for the Creative Blahs,"Advertising Age, 48 (July 18), 49-50.
29.
Taylor, Donald W. , Paul C. Berry, and Clifford H. Block (1958), "Does Group Participation When Using Brainstorming Facilitate or Inhibit Creative Thinking?"Administrative Science Quarterly, 3, 23-47.
30.
True, Raymond S. (1971), "A Few Notes on the Word Brainstorm,"Journal of Creative Behavior, 5, 5.
31.
VanGundy, Arthur (1980), "Try These Creative Problem-Solving Techniques in the Classroom,"Training/HRD (December), 32-34.
32.
Weinberger, Martin (1971), "Six Ways to Generate New Product Ideas,"Advertising Age, 42 (December 6), 41.
33.
Weisskopf-Joelson, Edith and Thomas Stephan Eliseo (1961), "An Experimental Study of the Effectiveness of Brainstorming,"Journal of Applied Psychology, 45, 45-49.
34.
Wind, Yoram J. (1982), Product Policy: Concepts, Methods, and Strategies, Reading, MA: Addison-Wesley Publishing Company, Inc.
