A Comparison of Creative Problem Solving Toward Green Product Innovation Between Chinese and Australian Business Students
A key place where employees could gain new skills for creative problem solving (CPS) necessary for the shift to sustainability is as part of their undergraduate or graduate university education.To address the need for more CPS in business schools,a new CPS-based curriculum was introduced in an Australian universitys core marketing subject undertaken by business students in Australia and China.The paper reports the findings of a multi-method study to evaluate the outcomes of CPS in terms of effectiveness for developing sustainability-oriented market concepts and students attitudes toward the CPS task.The results indicate that twice as many Australian students concepts were innovative compared with their Chinese counterparts.The distribution of Australians concepts was more balanced in terms of the chain position than the Chinese concepts,which tended to be end-user focused.Most proposed offerings provided an eco-benefit (material or energy efficiency; pollution reduction),whereby the Australians focused on material efficiency and the Chinese on energy efficiency.Australian and Chinese students critical reflections on the CPS task,including the methodological and collaborative challenges were more similar than different.
creative problem solving marketing planning product innovation sustainability assessment in curriculum
Tania von der Heidt
Southern Cross University, Australia
国际会议
杭州
英文
33-50
2012-10-13（万方平台首次上网日期，不代表论文的发表时间）