Teaching paradigm shifting in management education: university business schools and the entrepreneurial imagination

Article Abstract:

This paper argues that the cultivation of the 'entrepreneurial imagination' is the singular most important contribution university business schools can make to the business community. Instead of the prevalent emphasis on the vocationalizing of business/management programmes in order to make them more 'relevant', university business schools should adopt a deliberate educational strategy that privileges the 'weakening' of thought processes so as to encourage and stimulate the entrepreneurial imagination. This requires a radical shift in pedagogical priorities away from teaching analytical problem-solving skills to cultivating a 'paradigm-shifting' mentality. This, in turn, requires the management academics themselves engage in the practice of what is termed here 'intellectual entrepreneurship'. It is through this academic practice that management educators can become skilled in the art of crafting relationship between sets of apparently disparate ideas and of thus bringing alive the facts they are attempting to impart. Only when such facts are embellished and illuminated by a mind possessing an intimate sense for the power and beauty of ideas and the bearing of one set of ideas on another, can they become pregnant with meaning and therefore able to excite the entrepreneurial imagination. It is argued here that recourse to literature and the arts provides new avenues for exploring relational patterns and frames of understanding, as well as the micro-logics of perceptual organization, necessary for cultivating a critical sensitivity to hidden assumptions and subtle relationships in social situations which lend themselves to entrepreneurial interventions. (Reprinted by permission of the publisher.)

Curricula, Study and teaching, Entrepreneurship, Business schools, Business creativity

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Marketing as innovation: the eighth paradigm

Article Abstract:

Marketing can be viewed as organized rational innovation - a function concerned with identifying the opportunity for change, inducing the action required and monitoring the change once introduced. This viewpoint establishes innovation as an eighth paradigm for marketing, alongside seven paradigms previously recognized within marketing theory. It is the only paradigm to focus directly on the function of marketing - on what the marketer actually does. As such, it draws traditional marketing management literature into marketing theory and highlights the problem of establishing and maintaining an innovative marketing function within an organizational environment resistant to change. (Reprinted by permission of the publisher.)

Analysis, Marketing, Marketing management, Organizational change

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Project team communication in financial service innovation

Article Abstract:

This article analyzes the importance of communication in the financial services industry during the creation of new information processing procedures. A model of project team communication is presented, which focuses on intra- and extra-project communication, and ways to reduce the uncertainty surrounding the management of innovative services.

Belgium, Business Communications Mgmt, Statistical Data Included, Management, Financial services industry, Financial services, Information resources management, Business communication, Organizational communication, Business communications services

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