Master thesis Business Administration - specialization Marketing To what extent do the Big Five personality traits relate to evaluation accuracy in the context of co-creating sustainable innovations?
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2022-06-22
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en
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Sustainability issues are of global impact. Organizations are forced to reconsider current
processes that might be harming to environment and invest in sustainable innovations. Cocreation sustainable innovation between consumers and organizations is of proved value for such complex challenges and adding value. This process starts with creative idea-generation, followed by idea-evaluation and selection. An accurate evaluation of generated ideas is critical to successfully accomplish sustainable innovation. It is important to determine which consumers are most suitable to be included in this process – therefor this study aims to provide insights in which personality traits are predictors of accurate evaluation accuracy of creative ideas in the context of co-creating sustainable innovation.
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Faculteit der Managementwetenschappen