Creativity in MS/OR: Choosing the Appropriate Technique

T here is a great need for creativity within the MS/OR environment. Managers must be capable of defining problems, developing novel solutions, and implementing them effectively. A lot of research has focused on creativity. For example , Evans [1993] and McFadzean [forthcoming] discussed methods of improving creative thinking in people; Couger [1995], McFadzean [1998a], and VanGundy [1988] presented techniques that can encourage participants to develop more novel ideas; and Evans [1997a, 1997b] and VanGundy [1992] described the creative problem-solving process. I focus on creative problem-solving (CPS) techniques and how best to choose the most appropriate for a given situation. To this end, therefore, I have categorized the techniques and placed them in a continuum ranging from paradigm-preserving techniques to paradigm-breaking techniques. The Creativity Continuum Many creative problem-solving techniques are more effectively used by groups that are supported by a facilitator. This is because the facilitator can help to guide the participants through the process and help the group members to behave in a positive and constructive manner In addition, the facilitator can also advise the participants on the most appropriate and effective methods for their particular situation. The most commonly used creative problem-solving technique is brainstorming, but there are countless other techniques that can be utilized. These include force field analysis, 5Ws ‫ם‬ H, morphological analysis, word diamond,