To come up with the next iPad or Amazon, the pacesetters of the future need solitary brainstorming time, according to new Wharton research. In a paper titled, "Idea Generation and the Quality of the Best Idea," Wharton professors Christian Terwiesch and Karl Ulrich argue that group dynamics are the enemy of businesses trying to develop one-of-a-kind new products, unique ways to save money or distinctive marketing strategies.
