Mapping as an Aid to Creativity

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Abstract
Mapping techniques offer a problem‐solving faculty for individuals and groups; they help managers access and build on personal wisdom and work as an effective adjunct to such creativity techniques as brainstorming, force field analysis and lateral thinking, directing the creativity released into usable channels. A case study involving a group considering the issue of company diversification into tourism draws the conclusion that knowing there is an explicit technique for handling the output of creative thinking will encourage greater input at the idea production stage.

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