Applying brainstorming techniques to new product development works best when the collaboration employs participants from varied specialties gathering to develop a less complex product, according to the Management Insights feature in the current issue of Management Science, the flagship journal of the Institute for Operations Research and the Management Sciences (INFORMS®).
When new products will be highly technical, a better way to develop them is for specialists to do their work in private and collaborate through ‘nominal’ groups, the study says.
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