Importance of Brainstorming in Organizational Performance: A Case Study of Walmart

This paper has been elaborated on highlighting the importance of the concept of brainstorming in the success of an organisation. The chosen organisation for this purpose is Walmart, an UK based international retail company. It has assessed the importance of this concept in regard to Walmart and what improvements it might bring within the company.

Running head: HUMAN RESOURCES MANAGEMENT
Human Resource Management
Name of the Student:
Name of the University:
Author note:

1HUMAN RESOURCE MANAGEMENT
Executive Summary
This paper has been elaborated on highlighting the importance of the concept of
brainstorming in the success of an organisation. The chosen organisation for this purpose is
Walmart, an UK based international retail company. It has assessed the importance of this
concept in regard to Walmart and what improvements it might bring within the company. On
the basis of diamond model, the strategy of Walmart along with its Human resource
management practise, resources, systems and processes, strengths, weaknesses, opportunities
and threats are all assessed. In order to analyse the external environment of the company
PESTLE framework has been used. Furthermore, an implementation plan for the
brainstorming session has also proposed in this paper for Walmart which is believed to
improve its organisational performance and employee loyalty.

2HUMAN RESOURCE MANAGEMENT
Table of Contents
Part A:........................................................................................................................................3
What is Brainstorming?..........................................................................................................3
How brainstorming should be managed?...............................................................................3
How this model is applied to Walmart supermarket for innovation and creativity...............4
How brainstorming can improve organizational performance?.............................................4
Why is brainstorming important to Walmart.........................................................................5
What variables in the “diamond” align with Brainstorming or should/need to align with
brainstorming?........................................................................................................................7
Part B........................................................................................................................................11
Change methodology and approach to use brainstorming concept in the culture and
operation of Walmart...........................................................................................................11
Steps of implementing the Brainstorming session:..............................................................12
Tools, initiatives methods, adjustment to organizational polices necessary to make for
reinforcing or engraining the concept of Brainstorming in Walmart...................................13
Why this Framework would help in cementing the outcome of the Organizational
Development Initiative in the organization..........................................................................14
Kotter’s 8 step change management model for Walmart.....................................................15
References:...............................................................................................................................17

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Part A:
What is Brainstorming?
The chosen concept is brainstorming. It is to note that brainstorming refers to the
group or set of creative techniques by means of which efforts that are for finding a conclusion
for a particular issues or problem by gathering range of ideas that are contributed by the
group members. As per Baruah and Paulus (2016), it is a process of “generating creative
ideas and solutions through intensive and freewheeling group discussion”. In this process,
each and every participants are encouraged for thinking aloud and suggest a wide range of
ideas, no matter how bizarre or outlandish they are. It is something that is always useful in
each and every field of industry. It helps in developing some creative and innovative
solutions for a specific problem and is especially useful when one need to break out of the
bad thinking patterns (Chan, Dang & Dow, 2016).
How brainstorming should be managed?
Brainstorming is effective when practiced with a group of 8 to 12 individuals,
all gathered in a relaxed environment. A good organisation of brainstorming is very important
to bring out the desired result. According to Alyoubi (2015), “Brainstorming is valuable as
long as it is focused on a goal.” However, it often gets bad reputation as these sessions often
generate some humdrum ideas and then is tended to be dominated by the high ranking
participants. However, the very first step in the management of the process of brainstorming
is to determine a problem question that the session need to address. Thereafter, compiling all
the additional information that the members of the brainstorming session need to know about
are important. They should be sent to them and must be presented during the session.
Moreover, a proper facilitator is necessary in order to keep a track of the session.
Brainstorming places a very notable burden on the facilitator during the management
of the entire process. A facilitator is highly responsible for a proper brainstorming session.
Right from ensuring people’s effective engagement and their sensitivities, to managing the
follow up actions of the brainstorming session, a facilitator has many things to do. Therefore,
he should be unbiased and has ample of experience with brainstorming (Lim et al., 2017).
Each and every idea should be listen and noted down. It is to note that many techniques
prevails to structure the brainstorming session. The simple yet effective is that of diverging
the components for the facilitator for handing out sticky notes and giving the participants of

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the session a few minutes for writing down their ideas. Lastly, along with the group,
assessment, evaluation and analysis of the validity and effects of the ideas and list are
important to take into consideration by the brainstorming team. These ideas are to be
prioritise and developed into a much more finished list of actions.
How this model is applied to Walmart supermarket for innovation and creativity
As stated earlier, brainstorming is an approach and is an effective way for generating
several ideas on a particular issue that can be altered and could be reviewed for determining
the most appropriate idea or approach. Walmart is one of the leading supermarkets,
recognised globally. It was founded in the year 1962 by Sam Walton. It is a U.S based
company has its stores expanded in about fourteen different countries (Jorgensen, 2018).
Becoming a successful international supermarket was never that easy for Walmart, which
started with a small store in Arkansas. However, there is still place for further improvement
and development. Walmart can improve its business conducts and management styles in
more innovative and creative ways and this can be done by brainstorming.
Brainstorming can help Walmart in bringing out new innovative ideas from the
involved members on how it can reach a higher peak in the near future by means of
developing its customer service, product service, product quality, marketing, advertising,
expansion, order delivery or anything (Razali et al., 2016). Brainstorming is something that
improves the skills of problem solving and critical thinking of the individuals as a team. It
would further help the company by encouraging collaboration. With the same, as it is a
collaborative experience, none walks out of the session by taking the ownership of the final
results. Hence, it is an absolute team effort in true terms. Ultimately, it would result in high
level of organisational performance.
How brainstorming can improve organizational performance?
Brainstorming is a very powerful technique and it generates new ideas, develops
teams, solves the organisational related problems and motivate the people of the organisation.
It motivates the people as it involves the members of a team in significant management issues
and at the same time, gets a team work together. Indirectly, it aids to organisational
performance (Oppong, 2017). Notwithstanding this fact, it is to be mentioned that
brainstorming is not a simple and random process. It needs a structured way to be conducted
and it follows the rules of brainstorming.

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It is to state that brainstorming sessions are intended to decrease the social inhibitions
which takes place in the groups (Poisson et al., 2017). It helps in stimulating the generation of
new ideas by the employees. The expected results are usually the dynamic synergy which
dramatically increases the groups’ creativity and at the same time, aid to organisational
performance. It is to mention that brainstorming is usually the last resort when all the other
techniques and methods fail to deliver the desired outcomes. It is usual low cost in relation to
the output. Different individuals have different mind-set and so are their ideas and thinking.
Brainstorming collaborates all the individuals in order to collect different knowledge and at
the same time, all their experiences do come together in the brainstorming session. As per (),
“Because the ideas are not criticized or rejected during a brainstorming session, interesting
proposals can be refined gradually. The participants of the brainstorming build their solutions
on the ideas of others, “think them up” and improve them. This synergy effect allows that
better and better ideas are generated.
Why is brainstorming important to Walmart
Walmart is a multinational retail chain. Like any other companies, Walmart do
undergoes several challenges and faces issues in terms of its business management. If
managed well, the brainstorming sessions within the company would help it in generating
radical solutions for its problems. At the same time, it would also encourage its people for
committing to the solutions as they have provided enough input and played a significant role
towards developing them. It is to mention that brainstorming can result in increase of
employee loyalty in Walmart (Rodegher, 2018). No one wants to work for someone who does
not value their efforts, opinions, ideas and concerns. At such cases, organisations who follow
this runs on the risk of having some really unproductive and disrespectful employees which
have spawned from unhappiness and resentment. Brainstorming involves listening to the
ideas, views, opinions and concerns of the employees and this directly increase the employee
morale and hence, automatically results in employee loyalty. Along with a good team of loyal
employees in the firm, Walmart can pave the way for future employees who are respectful to
the organisation and the organisational managers and would put their best in order to help the
company to achieve its desired success and would further inclined to help and put efforts in
order to ensure that it happens. Valuing the opinions of the employees would increase the
level of loyalty among the Walmart employees.

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Furthermore, brainstorming would lead to development of better strategies for the
organisation and being well aware of the fact of how to plan a winning brainstorming session
is the first and foremost step towards getting the ideas rolling. As per Blanco and Cohen
(2017), brainstorming in an organisation helps in encouraging debates and this further allows
the organisation to identify the flaws at the very initial strategies which could be rectified
prior to starting. Also, brainstorming can pool all the resources together and can make the
difference in between knowing the significant factors and missing it. The entire team of
Walmart would find the best way forwards and would further come up with some better
strategies to conduct the business effectively.
Moreover, brainstorming can also prevent the confirmed biases in Walmart. As
claimed by Stern and Cooper (2017), “Having a room of like-minded individuals or “yes-
men” is detrimental to the health of your company”. By means of effective brainstorming,
where nothing is off the table, one would be able to whittle out all the bad ideas from good
ones. With the same, brainstorming also improves the employees of Walmart. It is not just
advantageous to the organisation itself but also for each and every employee as they can learn
more from each other through effective brainstorming sessions in the company. For example,
if one believes that he or she have a great idea, and if someone else was to point out the flaws
in that ideas, then he or she could work on improving the original concept and this would
further help them in improve their problem solving skills which is very essential in business
careers.
According to Fitzmaurice et al. (2016), “Open discussion develops idea, opinions and
even morale; your employees will be more open to learning new skills, and if they know their
opinions are heard, they’re more inclined to think of ideas for the next meeting”. This would
help Walmart in a long run. It is a key aspect of each and every successful culture of a
company. The more Walmart employees would challenge one another, the better they would
become. Walmart as an employer, it is up to it to implement such practices within the
organisation.

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What variables in the “diamond” align with Brainstorming or should/need to align with
brainstorming?
Diamond Model
Figure 1: The Porter’s Diamond Model
a) Strategy (Vision, Mission, Goals and Objectives of organization) - The corporate
mission of Walmart is save peoples’ money in order to ensure that they can live in better
ways. This mission statement of Walmart reflects the ideals of Sam Walton, the founder
of Walmart. The goal of this organisation is to become an international brand (Jorgensen,
2018). As stated by the CEO of Walmart, the vision of this company is “If we work
together, we’ll lower the Advertising slogans: cost of living for everyone…we’ll give
Save Money. Live better the world an opportunity to see what it’s like to save and have a
better life”. As an international company, Walmart have several objectives however, it is
basically aimed at leading on the social, governance and environmental issues which
matter the most to its customers, shareholders, communities and the rest other associates.
b) Human Resources (Functions of HR i.e. Recruitment & Selection, Training &
Development, Health & Safety, etc.) - The main role of HR in Walmart is to focus the
leaders and employees of the organisation on continuous improvement, learning,
employee empowerment, employee ownership and superior execution that are all
designed for creating synergistic teamwork within the organisation. However, with regard
to the biggest retailer giant in the world, the success of Walmart for its successful
management in the human resource department is basically acquired by means of three

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stuffs and they are- internal promotion, external recruitment and motivation (Collings,
Wood & Szamosi, 2018). The Hr department of Walmart addresses all the recruitment
needs by making use different recruitment sources and methods that are suitable to the
different positions in the organisation. It also makes use of retail industry specific criteria
for its selection process of employees. Moreover, in order to optimise the employee
retention within the organisation, the company’s HR management strategies comprise of
continuously evolving compensation program along with career development and
employee relations management (Song, 2018). With the same, the HR manager of the
firm also makes use of other approaches for improving the level of motivation and
employee morale in the workplace.
It is to note that Walmart makes use of both internal and external sources of
recruitment for its various different positions. The use of the internal recruitment
sources basically focus on the present employees for filling up the open or the new
positions at the company which are better managed by the old employees who are
experienced enough and the well equipped with the company norms, systems and
regulations. Moreover, the external sources of recruitment have the advantage of
accessing the labour market for addressing the HR management objectives of the
company (Marr, 2016). Such a combination helps in ensuring that the company is
flexible enough towards satisfying the needs of the Human Resource. It is also to
mention that the company makes use of several different types of internal recruitment
sources and transfers, trainees and the current employees are the most significant
sources of the company. On the other hand, the external recruitment sources include
previous applicants, campuses and the respondents to the job advertisements.
Moreover, the company’s HR department makes use of training and
development as one of their employee retention strategies. Though the promotions
and the training and development process, Walmart supports the HR needs of the
company and at the same time, increases the employee morale (Haider et al., 2015).
Moreover, the HR department of the company are responsible enough to support the
safety and dignity of its workers everywhere. The company believes that each and
every individual deserve safe and healthy working environment which are completely
free from coercion. It recognises the associated risks as well as the vitality of
supporting the workers in the global supply chain. Furthermore, by means of
Responsible Sourcing program and collaborative initiatives, the HR department of the
company are working towards promoting respect and dignity for all the women and

9HUMAN RESOURCE MANAGEMENT
men who are making the products that they sell. HR department sets high standards of
worker dignity and well-being in the company operation and at the same time,
promote some responsible sourcing practises all through the global supply chain of
Walmart.
c) Resources (People) - Walmart considers its people to be its most important asset. It is its
people that are making the difference. For most of its employees, Walmart is a place for
opportunities. Walmart invests in their employees by offering them attractive and
competitive pay as well as advanced training by means of Walmart Academies and some
career development plans all through their pathways training program. With the same, it
also giving all its associates a chance to move forward. It is to note that as per Oh et al.
(2018), Walmart Academies is “an immersive training program that is tied to a working
supercentre, allowing associates to receive both classroom and sales floor training in
advanced retail skills and soft skills like leadership, communications and change
management”. As per Pierangeli and Lenhart (2018), about 200 associates of Walmart all
around the world have trained above 500,000 associates. Moreover, pathways is a very
comprehensive training program of Walmart that creates a clear career paths from the
entry-level positions to the jobs with higher pay and more responsibility. Moreover, the
full time and the part time employees are also eligible for the quarterly bonuses on the
basis of their store performance.
d) Systems & Processes (the hardware in the organization) – With more than 6,300 stores
of Walmart all over the U.S, Walmart is investing in the POS system heavy enough for
handling the great streams of sales data all over the different Walmart stores and this is
imperative. Along with a centralised server, the company’s customer system also makes
use of different branch servers that helps in storing the data on both the local and top
management levels. This has helped the company to integrate both the mobile POS
systems as well as the mobile applications into their prevailing system. Moreover, as a
part of its annual evaluation process, the company Board of Directors has engaged in
external consultant for helping with the review of how to increase the effectiveness of the
company Board. The changes that has been implemented are in terms of its
Compensation, Nominating and Governance Committee (CNGC) into two different
committees, both of which include independent directors.
e) Strength & Weaknesses (Internal to the organization) -
Strengths Weaknesses

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1. Well established brand image
2. Large customer base
3. Sharp growth in recent years
4. Financially strong
5. Scale of operations
6. International operations
7. Uses cost leadership strategy
8. Competencies in terms of
information systems
9. Historical landmark
10. Very loyal customers
11. Great Pricing
1. Negative publicity
2. High employee turnover in the
company
3. Labour related lawsuits
4. Very little differentiations from its
competitors
5. Very thin profit margins
6. Very weak growth in the e-
commerce
7. Very weak HR record
8. Unknown pricing
9. Lack of maintenance and
management
f) Opportunities and Threats (External to the organization)
PESTLE analysis
Political Economic Social
1. Very moderate
political risk
2. 5% lower income tax
as compared to the
neighbours
3. Hike in the VAT
(18% to 21%)
4. Foreign trade
regulations
5. Level of government
expenditure
6. Unstable government
and absence of
direction of
government in many
1. High rate of
unemployment
2. Economic crisis
3. Retail spending
down (11%)
4. Increase in
consumption
5. Rate of Inflation
6. Monetary policies
7. Fiscal policies
1. Distribution of
wealth
2. Increase in customer
demands
3. Inclination of
customers towards
vegan products
4. Price sensitivity
5. Change in the life
style of customers
and trends of
customers buying
decision
6. Level of education of
the customers

11HUMAN RESOURCE MANAGEMENT
countries.
7. Government seeking
to deepen the
relationship with
U.S.A.
7. Population
demographics
8. Rate of population
growth
Technological Legal Environmental
1. Rate of obsolescence
2. New technological
platforms
3. Increase or decrease
in the speed of
technological
transfer
4. Adoption of the
Electronic Point of
Sales, the Electronic
Funds Transfer
System.
1. Consumer law
2. Health and safety
law
3. Contract law
4. Data protection law
5. Employment law
6. Forbid of selling
below the cost
7. Hypermarket size is
greater than or equal
to 4000 m2.
1. Environmental
protection legislation
by the government
2. Energy consumption
of the country is
decreased by 5.2% in
the year 2012
Part B
Change methodology and approach to use brainstorming concept in the culture and
operation of Walmart
By means of effective brainstorming, where nothing is off the table, Walmart would
be able to whittle out all the bad ideas from good ones. The brainstorming sessions are
basically intended for decreasing the social inhibitions which takes place in the groups. It
helps in stimulating the generation of new ideas by the employees. The expected results are
usually the dynamic synergy which dramatically increases the groups’ creativity and at the
same time, aid to organisational performance. Brainstorming sessions within Walmart would
help it in generating radical solutions for its problems. At the same time, it would also
encourage its people for committing to the solutions as they have provided enough input and
played a significant role towards developing them.

12HUMAN RESOURCE MANAGEMENT
For firmly cementing the concept of Brainstorming within the culture and operations
of Walmart, a facilitator, an appropriate brainstorming space- suitable light, plenty space,
natural daylight, proper resources like paper, pens, whiteboards, brown paper, flip chart and
highlighters for writing the ideas on etc. It is to note that main responsibilities of the
facilitator during the brainstorming session are- guiding the entire session, encouraging more
participation and capturing and penning down the ideas. It is also to mention in this context
that brainstorming works the best with a different group of people. Even in the areas that
involve specialist people from the outside sectors would also bring a fresh and innovative
idea for Walmart and that would inspire the thinking of the Walmart experts.
Figure 2: A graphical representation of Brainstorming
Steps of implementing the Brainstorming session:
First all, the HR manager of Walmart needs to share this plan with the head of the
company and should showcase all the benefits that brainstorming actually holds. They are to
communicate about the effectiveness of brainstorming sessions and how it would be
advantageous for Walmart and its organisational performance.
Step 1: Brainstorming the right questions for the organisation
Step 2: Laying out the definitions and context
Step 3: Picking a suitable facilitator

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Step 4: Inviting the right people of the organisation in order to bring out right solution of the
identified problem (about 8 to 12 participants)
Step 5: Setting an agenda
Step 6: Holding the session
Step 7: Gathering the list of ideas
Step 8: Making the most appropriate solution with the gathered ideas.
Step 9: Taking necessary actions
Tools, initiatives methods, adjustment to organizational polices necessary to make for
reinforcing or engraining the concept of Brainstorming in Walmart
a) Creating Independence
Strategies to be used:
 Ensuring that the projects are complex enough that the participants must draw on
each other’s skills and knowledge
 Creating some shared goals which can be met only through collaboration
 Limit the resources for compelling the participants to share some critical details and
information
 Assigning roles within the team or group that would help in facilitating
collaboration.
b) Devoting time
 Assessing the nature and the difficulty of the problem
 Breaking the problem into different stages
 Planning
 Managing time
In this process, the participants of the brainstorming sessions need to know about how to
tackle the issues which arise in groups and they are:
 Delegating responsibilities
 Explaining their ideas
 Listening effectively to the alternative ideas
 Integrating the contributions of the different team members.
Strategies to be used:

14HUMAN RESOURCE MANAGEMENT
 Emphasising the practical importance of the strong teamwork skills
 Addressing the negative and inaccurate preconceptions regarding the group work
 Providing structure and guidance for helping the employees to plan
 Alerting the participants about the common pitfalls
 Fostering the metacognitive skills
Why this Framework would help in cementing the outcome of the Organizational
Development Initiative in the organization.
An appropriate facilitator, an appropriate brainstorming space- suitable light, plenty
space, natural daylight, proper resources like paper, pens, whiteboards, brown paper, flip
chart and highlighters for writing the ideas on etc. would help in cementing the net result of
the organisational development initiative in the company.
Walmart can improve its business conducts and management styles in more
innovative and creative ways and this can be done by brainstorming.
Brainstorming can help Walmart in bringing out new innovative ideas from the involved
members on how it can reach a higher peak in the near future by means of developing its
customer service, product service, product quality, marketing, advertising, expansion, order
delivery or anything. The brainstorming session would improve the skills of problem solving
and critical thinking of the individuals as a team. It would further help the company by
encouraging collaboration. It would motivate the people as it involves the members of a team
in significant management issues and at the same time, gets a team work together. Indirectly,
it aids to organisational performance. It is to note that the brainstorming sessions are basically
intended to decrease the social inhibitions which takes place in the groups. It helps in
stimulating the generation of new ideas by the employees. Also, it is usually very low cost in
relation to the output. Different individuals have different mind-set and so are their ideas and
thinking. It ensures collaboration of all the individuals in order to collect different knowledge
and at the same time, all their experiences do come together in the brainstorming session.
. The participants of the brainstorming would also build their solutions on the ideas of
others, “think them up” and improve them. This synergy effect allows that better and better
ideas are generated. It would also encourage its people for committing to the solutions as they
have provided enough input and played a significant role towards developing them.
Moreover, Brainstorming involves listening to the ideas, views, opinions and concerns of the
employees and this directly increase the employee morale and hence, automatically results in

15HUMAN RESOURCE MANAGEMENT
employee loyalty. Also, at the same time, it helps in encouraging debates and this further
allows the organisation to identify the flaws at the very initial strategies which could be
rectified prior to starting. Also, brainstorming can pool all the resources together and can
make the difference in between knowing the significant factors and missing it.
Kotter’s 8 step change management model for Walmart
Figure 3: Kotter’s 8 step change model
Kotter’s 8 step change model is a very valuable tool for managing the changes in the
organisation and it has several advantages as well. When applied in Walmart, the very first
advantage that it would get is that of easy implementation of the brainstorming session for the
managers of the company as the process is all step by step (Small et al., 2016).
Step 1: Increase the sense of urgency among the employees of Walmart in order to address
the issue
Step 2: Building the Guiding team who would guide about the issues and bring out the ways
for solving it
Step 3: Getting the right vision for the group members of brainstorming (ideas for
successfully resolving the issues)
Step 4: Communicating for Buy-in

16HUMAN RESOURCE MANAGEMENT
Step 5- Creating a short term wins after the implementation of the solution that has been
finally made after the brainstorming session.
Step 6- Not letting up
Step7- Sticking to it until the desired result is achieved by the company
However, it is to mention that successful change needs each and every employees
working in Walmart to understand the importance of change (inclusion of Brainstorming
session); right team which has open and honest conversations, commitment and trust to do
the job; managers to make the future more probable. So it is easier and more acceptable for
employees to make changes happen. Notwithstanding this fact, the only limitation of this
model is that it is very time consuming. Walmart would take a long time for implementing
the brainstorming as time is the most valuable source in such a changing business world.

17HUMAN RESOURCE MANAGEMENT
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