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841/92948. some forty years <strong>of</strong> research: See, for example,Paul A. Mongeau and Mary ClaireMorr, “Reconsider<strong>in</strong>g Bra<strong>in</strong>storm<strong>in</strong>g,”Group Facilitation 1, no. 1 (1999): 14. Seealso Karan Girotra et al., “Idea Generationand the Quality <strong>of</strong> the Best Idea,” ManagementScience 56, no. 4 (April 2010):591–605. (<strong>The</strong> highest level <strong>in</strong>novation<strong>com</strong>es from a hybrid process <strong>in</strong> whichpeople bra<strong>in</strong>storm on their own beforeshar<strong>in</strong>g ideas with colleagues.)49. “bus<strong>in</strong>ess people must be <strong>in</strong>sane”: AdrianFurnham, “<strong>The</strong> Bra<strong>in</strong>storm<strong>in</strong>g Myth,” Bus<strong>in</strong>essStrategy Review 11, no. 4 (2000):21–28.50. Groups bra<strong>in</strong>storm<strong>in</strong>g electronically:Paul Mongeau and Mary Claire Morr, “Reconsider<strong>in</strong>gBra<strong>in</strong>storm<strong>in</strong>g.”51. <strong>The</strong> same is true <strong>of</strong> academic research:Charlan Nemeth and Jack Goncalo, “CreativeCollaborations from Afar: <strong>The</strong> Benefits

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