This chapter attempts to elucidate the important role that divergent thinking plays in organizational creativity, innovation, and change. We define brainstorming as a systematized method of divergent thinking, review this literature, and advocate for the strategic use of brainstorming to enhance creativity and innovation. We identify contradictory findings in the research literature that have led practitioners and researchers to disregard brainstorming techniques. We suggest that cultural forces embedded in organizations may prevent divergent thinking and brainstorming from becoming established normative organizational processes, thus hampering organizations’ potential for change and innovation. The chapter closes by putting divergent thinking and brainstorming in perspective and provides guidelines for its use.
Kalargiros, E.M. and Manning, M.R. (2015), "Divergent Thinking and Brainstorming in Perspective: Implications for Organization Change and Innovation", Research in Organizational Change and Development (Research in Organizational Change and Development, Vol. 23), Emerald Group Publishing Limited, Bingley, pp. 293-327. https://doi.org/10.1108/S0897-301620150000023007
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