Normal view MARC view

Idea generation and the quality of the best idea

Author: Girotra, Karan ; Terwiesch, Christian ; Ulrich, Karl T.INSEAD Area: Technology and Operations Management Series: Working Paper ; 2008/02/TOM Publisher: Fontainebleau : INSEAD, 2008.Language: EnglishDescription: 41 p.Type of document: INSEAD Working Paper Online Access: Click here Abstract: In a wide variety of organisational settings, teams generate a number of possible solutions to a problem and then select a few for further investigation. We examine the effectiveness of two idea generation processes for such tasks - one, where the team works together as a team, and the other where individuals first work alone and then work as a team. We define effectiveness as the quality of the best ideas identified by the teams. Under mild distributional assumptions, we show that the quality of the best ideas depends on (1) the average quality of solutions generated, (2) the variance in the quality of generated solutions, (3) the number of solutions generated, and (4) the ability of the team to discern the quality of these solutions. Prior research has examined the effect of alternative schemes only on average quality and on the number of ideas generated, ignoring any differences in variance, higher moments, and the ability to discern the best ideas. We develop a theory to explain the role of these factors and test it with an experiment. We find that working solely with a team structure increases the variance in idea quality, but reduces the number of ideas generated, the average idea quality, and the ability to discern the best ideas. However, in a holistic analysis of these factors, we find that the effect of the higher variance of team processes leads to an improvement in the quality of the best ideas generated by a team. However, the inferior ability of teams to discern the best ideas they have generated largely mitigates this advantage. On the basis of these results we recommend that the idea generation and evaluation stages of the idea generation process employ different organisational processes. While teams are a valuable approach to idea generation, the evaluation process should integrate the independent judgements of individuals. Next title: Idea generation and the quality of the best idea (RV of 2008/02/TOM) - Girotra, Karan;Terwiesch, Christian;Ulri - 2009 - INSEAD Working Paper
Tags: No tags from this library for this title. Log in to add tags.
Item type Current location Collection Call number Status Date due Barcode Item holds
INSEAD Working Paper Digital Library
PDF Available BC008203
Total holds: 0

In a wide variety of organisational settings, teams generate a number of possible solutions to a problem and then select a few for further investigation. We examine the effectiveness of two idea generation processes for such tasks - one, where the team works together as a team, and the other where individuals first work alone and then work as a team. We define effectiveness as the quality of the best ideas identified by the teams. Under mild distributional assumptions, we show that the quality of the best ideas depends on (1) the average quality of solutions generated, (2) the variance in the quality of generated solutions, (3) the number of solutions generated, and (4) the ability of the team to discern the quality of these solutions. Prior research has examined the effect of alternative schemes only on average quality and on the number of ideas generated, ignoring any differences in variance, higher moments, and the ability to discern the best ideas. We develop a theory to explain the role of these factors and test it with an experiment. We find that working solely with a team structure increases the variance in idea quality, but reduces the number of ideas generated, the average idea quality, and the ability to discern the best ideas. However, in a holistic analysis of these factors, we find that the effect of the higher variance of team processes leads to an improvement in the quality of the best ideas generated by a team. However, the inferior ability of teams to discern the best ideas they have generated largely mitigates this advantage. On the basis of these results we recommend that the idea generation and evaluation stages of the idea generation process employ different organisational processes. While teams are a valuable approach to idea generation, the evaluation process should integrate the independent judgements of individuals.

Digitized

There are no comments for this item.

Log in to your account to post a comment.
Koha 18.11 - INSEAD Catalogue
Home | Contact Us | What's Koha?