Page 202 - 100 Great Business Ideas: From Leading Companies Around the World (100 Great Ideas)

CHOOSING AMONG
ALTERNATIVES

Choosing among alternatives is usually de-
scribed as a rational process. Criteria were se-
lected earlier, in the identification stage of the
creative problem-solving process. Now the
various alternatives that have been generated
must be compared to those criteria and a
choice must be made. (See Figure 2.2.)
Screening of ideas is carried out in two stages.
In the first stage, an idea is screened for level
of creativity and degree of compatibility with
organizational objectives and constraints. In
the second stage, the idea is screened for its
potential impact. For product innovations, this
would require a market analysis. For process,
marketing, and management innovations, this

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