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Oral Presentation |
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Education |
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SPARKING CREATIVITY IN ENTREPRENEURSHIP COURSES: INVESTIGATING THE EFFECT OF HYBRID BRAINSTORMING SESSIONS ON BUSINESS OPPORTUNITY IDENTIFICATION OUTCOMES |
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The most frequently used technique for stimulating idea generation skills is brainstorming. Previous findings indicated the positive effect of hybrid settings on overall brainstorming outcomes, i.e., quality and quantity of the generated ideas, compared to only individual or group settings. However, to date, no study has explored the effect of hybrid brainstorming sessions on individual idea generation skills outside the group, a possibility labeled “group-to-individual transfer”. This study aims to fill this gap by conducting an experimental study with 30 students in an undergraduate course at a Dutch university randomly assigned into ten triad groups. A repeated measurement study design is used to explore the effect of group idea generation on individual performance outside the group. Based on this design, students will follow three different steps, i.e., (1) individual, (2) group, and (3) individual brainstorming, using an online platform, and the measurement will be taken over three periods. Based on the research hypotheses, it is expected to see individual idea generation after group work results in more business ideas with higher quality than individual idea generation before the group work, especially in groups with strong synergy (i.e., groups in which the level of idea generation outcomes is higher than the level of the outcomes of their most creative member). |
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brainstorming, idea generation, hybrid setting, peer learning, undergraduate students |
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| AUTHOR(S) INFORMATION | |||
| AUTHOR 1 Dr. Mohammadreza Farrokhnia, Wageningen University and Research, Netherlands, Mohammadreza.Farrokhnia@WUR.nl | |||
| AUTHOR 2 Assoc. Prof. Dr. Omid Noroozi, Wageningen University and Research, Netherlands | |||
| AUTHOR 3 Assoc. Prof. Dr. Harm Biemans, Wageningen University and Research, Netherlands | |||
| AUTHOR 4 Assist. Prof. Dr. Yvette Baggen, Wageningen University and Research, Netherlands | |||
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