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7RESEARCH QUESTIONS• Who ideates?• Experience?+ deeper knowledge <strong>of</strong> client─ higher hanging fruit; complacency• Hierarchical level?+ bigger picture / integrative; strategic view <strong>of</strong> client─ distanced from detailed client work• Collaboration?• Did the Pilot reward program affect ideation?• quantity & quality <strong>of</strong> ideas likely trade<strong>of</strong>f
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