Title Page
ABSTRACT
Contents
I. Introduction 10
II. Creativity in Group 12
1. The Outline of Creativity 12
1) The Definition of Creativity 12
2) The Outline of Creativity Research 14
3) The Process of Creativity 16
2. Creativity in Organization 17
1) Creativity and Innovation 17
2) Creativity and Environment 19
3) Creativity and Organizations 21
3. Creativity in Group 23
1) Individual and Group 23
2) Groupthink and Productivity Loss 25
3) Group Genius and Creativity 27
III. Brainstorming and New Product Idea 29
1. Brainstorming and Group Creativity 29
1) Brainstorming and Creativity 29
2) Brainstorming and Organizations 30
3) Brainstorming and Procedures 31
2. Brainstorming and New Product Ideas 33
1) New Product Development and Marketing 33
2) New Product Ideas and Creativity 35
3) Brainstorming and New Product Ideas 36
3. Successful Brainstorming Performing Case; IDEO 37
1) Creativity and IDEO 37
2) Brainstorming and IDEO 39
3) Brainstorming and IDEO's Products 41
IV. Research Method and Process 42
1. The Research Design and Hypotheses 42
2. The Method of Experiment 45
3. The Participants of Experiment 47
4. The Process of Experiment 48
V. Analysis and Results of Experiment 52
1. The Analysis of Experiment 52
2. The Results of Experiment 57
VI. Conclusion 60
1. Summary of Research 60
2. Discussion 61
References 63
Appendix : CAT questionnaire 69
국문초록 74
[Table 1] Eight Tips for better Brainstorming 33
[Table 2] Six Ways to Kill a Brainstorming 40
[Table 3] Tips on better Brainstorming: IDEO 40
[Table 4] The Plan for Brainstorming 49
[Table 5] The Results of ANOVA 53
[Table 6] The Results of Brainstorming 54
[Table 7] The Results of T-test 55
[Table 8] The Number of over 3.7 Scores from each Group 56
[Table 9] The Novelty of Ideas 57
[Figure 1] Four General Conceptual Domains into which New Ideas can be Classified 13
[Figure 2] The Creative Process 16
[Figure 3] Creativity Model by Macro Environment 20
[Figure 4] The Impact of the Organizational Environment on Creativity 22
[Figure 5] The New Product Process 34
[Figure 6] Group Creativity and New Product Ideas 36
[Figure 7] Mean Plots 53