ABSTRACT
This chapter aims to evaluate the financial effectiveness of the two approaches in terms of generating extra revenue and choose the option, or possible combination of the two options, that will produce the highest expected financial pay-off. Rating scales and financial costs and benefit analyses are not the only ways of evaluating options. A more qualitative offering is also possible. This is provided by reverse brainstorming. The chapter looks at problems and tries to come up with possible solutions to these problems. Methods of evaluation range from simple checklists to complex weighted scoring systems. The chapter presents a number of methods: advantage–disadvantage tables, plus and minus interesting, castle technique, sticking dots, creative evaluation, weighting systems, reverse brainstorming, financial evaluation, mathematical evaluations, pay-off tables and decision trees. It also looks at strategic framing. Force field analysis method used to get a whole view of all the forces for or against an idea.
