Entrepreneurship and marketing education: contextual influences on student creativity in innovation projects

Purpose: The overall purpose of this exploratory study is to examine how different study contexts and methods influence students' application of their creative thinking capabilities. Given the importance of creative thinking in entrepreneurship, such insights are critical for understanding how these capabilities can be developed among future entrepreneurs and marketers. Design/methodology/approach: Drawing on survey data from France and Sweden, this study investigates how contextual factors, including choice, intellectual maturity and competition affect student teams' creative thinking when they propose new products or services. Findings: Findings suggest that entrepreneurially oriented tasks elicit more direct creative thinking responses among students who are able to choose their topic and demonstrate greater intellectual maturity in their approach to assigned tasks. Furthermore, observations reveal differences between ex ante and ex post perspectives regarding the influence of a competitive context on participants' perceptions of their creative thinking processes. Originality/value: Creativity is a valued meta-skill among employers and is increasingly recognised as essential in prospective hires. This capability can help students better prepare to meet future challenges in the workplace. Overall, this paper highlights opportunities for educators to design assignments that more effectively foster creative thinking in entrepreneurship and marketing education.