Page 131 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

II (11,4)1(r first discusses the advantages and di ,,atIvan-
tages of group decision making and then reviews in some

detail the major group-based techniques for generating al-
ternatives: brainstorming, creativity circles, the excursion
technique, group decision support systems (including elec-
tronic brainstorming), lotus blossom, morphological analy-
sis, the nominal-group technique, storyboarding, and
synectics. Several other group processes are discussed briefly.

For our purposes there are two types of groups: interactive
and noninteractive. In interactive groups the participants
meet face to face; in noninteractive groups they do not meet.
Except for the Delphi technique, the processes discussed in
this chapter involve interactive groups.

ADVANTAGES AND

DISADVANTAGES OF GROUP

DECISION MAKING

Groups offer six advantages over individual decision mak-
ing and problem solving:'

1. The group can provide a better solution to that of an indi-
vidual. Collectively the members of a group have more
knowledge than an individual. Interactive groups not only
combine this knowledge but create a knowledge base
greater than the sum of its parts as individuals build on
each other's inputs.

2. Those who will be affected by a decision or must imple-
ment it accept it more readily if they have a say in mak-
ing it.

3. Group participation leads to a better understanding of the
decision.

4. Groups help ensure a broader search effort.

5. The propensity to take risks is balanced. Individuals who
are highly likely to take risks often fail. Groups moderate
this tendency. Conversely, groups encourage the risk
avoider to take more risks.