IDEA MANAGEMENT IN ORGANIZATION PLANNING (BRAINSTORMING, STRATEGY).

Abstract

Aided by advances in information technology, decision support systems (DSS) are widely used throughout organizations. These DSS are limited to support of specific structured and semi-structured management tasks for individual decision-makers and use primarily quantitative models. The next step in the evolution of DSS is to support complex, unstructured decision processes using qualitative, creativity enhancement models. The purpose of this research was to design, implement and evaluate an automated system to support complex, unstructured group decision processes. Idea generation and management in organization planning has been chosen as the domain for the system. A DSS architecture has been developed that includes a process management system component in addition to traditional data, dialogue and model management components. A group DSS and knowledge-based management system approach are central features of the system architecture. Software engineering methods were used to design, implement and evaluate the technical feasibility of the prototype system. Action research using participant and structured observation methods was used to study the (1) dynamics of the idea generation process during automated brainstorming, (2) influence of the technology on the idea generation process and (3) satisfaction of the planners with automated brainstorming for idea generation in a group setting. The findings of the research indicate that automated, networked idea generation can assist groups of planners in generating ideas during planning sessions. These ideas were accurately represented and stored and efficiently retrieved using a semantic inheritance network and frame knowledge management system implemented using a specially-designed knowledge representation language developed by the author. Over 100 planners from a variety of organizations used the system. Data indicated that computer brainstorming changed group dynamics, especially group interaction and participation. The anonymity provided by EBS neutralized social inhibitions and, in combination with the capability for parallel idea generation on the computer network, helped equalize participation. Minimal group interaction occurred. Planners using interactive computer brainstorming reported high levels of satisfaction with the process and outcome of the planning session.