So engineering will feel that it is not really important to the idea-generation process and will just try to do its best to interpret what it thinks top management wants.
Applied Marketing Science of Waltham, Massachusetts is working with MIT's Sloan School of Management on a Web tool that turns idea-generation into a challenging game, where players are rewarded for building on the suggestions of others and earn points that translate into cash or prizes.
"Let's be honest, I think it's the younger generation who like the idea of a vertical pier and the not-so-young generation who like the idea of a traditional pier, " Mr Dunning said.