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題目：RESOURCE-CONSTRAINED INNOVATION: COMPARING BASE OF THE PYRAMID AND WEALTHY INDIVIDUALS IN CREATIVE PROBLEM SOLVING

主講：Professor Dr. Martin Hoegl，Head of Institute，Institute for Leadership and Organization (ILO)

Ludwig-Maximilians-Univ. Munich

時間：2016年11月19日上午9：30—11：30

地點：管院315室

ABSTRACT

In management research, interest has increased in how creativity emerges within the Base of the Pyramid (BOP) context. To test whether the extremely resource scarce BOP context has an influence on cognitive processes underlying creative problem solving, we conducted an experiment comparing individuals from a BOP context with individuals from a wealthy context. We focused on two cognitive concepts assumed to influence cognitive processes in creative problem solving: functional fixedness, i.e. the inability to generate an atypical function of an object after it has been primed with its typical function, and frugal mindset, i.e. the frugal use of resources. By adopting a cognitive processing perspective, we integrate theories from cognitive psychology to explain how the context has an imprinting influence on individuals' creative problem solving. Surprisingly, the results show that both populations do not differ with regard to functional fixedness. They do, however, with regard to resource parsimony during task completion, in that individuals from the BOP context turn out to be more parsimonious in their use of resources during problem solving. This paper advances the theoretical and practical understanding of creativity emerging in the BOP context to foster effective business collaborations with the BOP.

Keywords:

Base of the Pyramid, Resource Constraints, Creative Problem Solving

September 2016