Idea Generation and Selection

1 Pages Posted: 11 Sep 2017

See all articles by Jeremy Hutchison-Krupat

Jeremy Hutchison-Krupat

University of Cambridge - Judge Business School


This exercise teaches participants how to generate ideas and brainstorm and helps to remove the perception that idea generation is a process that only “super-creative people” can do well. It not only shows participants how to generate valuable ideas, but also highlights barriers to doing so. Suitable for students in either full-time or executive MBA programs as well as executive education programs, this exercise can also be used in any setting aimed at exposing students to the benefits of idea generation by providing some structure for the process. Most commonly, this exercise is used in classes aimed at teaching product development, design thinking, and innovation processes. It has been used in classes focusing on entrepreneurship as well as those focused on innovation within large organizations.



Aug. 30, 2017

Idea Generation and Selection

Your group's task: Generate three novel ideas for the next generation vending machine.


1. Problem definition

. . .

Keywords: Ideation, brainstorming, groupthink, stakeholder, prototype, prototyping, problem solving, product development, creativity, input, project, discussion, collaboration, possibility

Suggested Citation

Hutchison-Krupat, Jeremy, Idea Generation and Selection. Darden Case No. UVA-OM-1580, Available at SSRN:

Jeremy Hutchison-Krupat (Contact Author)

University of Cambridge - Judge Business School ( email )

Trumpington Street
Cambridge, CB2 1AG
United Kingdom

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