Considerable research shows the importance of understanding creativity for entrepreneurship. Successful contemporary business rests upon business people’s ability to identify problems (a.k.a., opportunities) clearly, get unique insights on the market and develop solutions unseen and unimagined by competitors. Current research in experimental psychology suggests that creativity can be developed and refined, albeit with effort and practice. A first goal of this course is to provide a variety of experiences and activities with the specific focus of fostering each student’s own creative abilities.
A second goal of this course is to understand the importance of creativity from a consumer perspective. Considerable research demonstrates that consumers are both increasingly offered the opportunity to customize their products and services, and increasingly seeking to express their creativity through consumption. As entrepreneurs, we have the ability to shape the consumption environment in ways that help consumers enhance their own creative abilities, and develop a unique relationship with consumers as a result.