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MORPHOLOGICAL ANALYSIS

Simon Majaro (Cranfield School of Management)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 1 February 1988

424

Abstract

Morphological analysis presents a structured framework designed to stimulate new ideas and generate a more “creative” working environment. It is a more reliable method than brainstorming but needs an able leader to manage what can become a complex way to generate new directions of thought.

Keywords

Citation

Majaro, S. (1988), "MORPHOLOGICAL ANALYSIS", Marketing Intelligence & Planning, Vol. 6 No. 2, pp. 4-11. https://doi.org/10.1108/eb045762

Publisher

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MCB UP Ltd

Copyright © 1988, MCB UP Limited

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