Innovation is dependent on a continuous flow of ideas that bring opportunities for new products and technologies. This study explores ideation as an independent process, related but not restricted to the innovation process. To this end, a multiple case research method was employed in 15 Brazilian companies. As a result, a framework comprised of the core elements of ideation processes is proposed, showing that other characteristics, apart from the idea generation and selection, need to be addressed to achieve effective results, such as innovation environment, strategic orientation, and idea sources.