Using the IdeaFisher Idea Generation System As A Decision Support System In Marketing Strategy Courses

Abstract

Most computer-based decision support systems address the analytical component of problem solving. This study discusses using the IdeaFisher idea generation system as a tool for stimulating creativity in the development of strategic marketing alternatives. Drawing on principles of associative thinking, the system combines a large semantic network of concepts and search heuristics to retrieve and utilize semantic cues for stimulating new patterns of thinking.