John R. Rossiter

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This article presents six new principles emerging from four decades of academic and industry research on the generation of high-qualily creative ideas by "hrainstoming ". The principles are: (a) brainstorming instructions are essential and should emphasize, paradoxically, number and not quality of ideas; (b) a specific, diflcult target should be set for the(More)
E-service questionnaires must be content-aligned with the company or organization's customer relationship management system (CRM). Four phases of qualitative research will ensure this alignment. The first phase is a qualitatively evaluative search of the practitioner literature on e-retailing, both B2B and B2C, and on CRM so as to capture evolving knowledge(More)
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