Enterprise education: the effect of creativity on training outcomes

Abstract

PurposeThis study seeks to draw on the theory of planned behaviour (TPB) to explore the effects of a creativity‐enhancing training programme on the learning intentions of nascent entrepreneurs. The key focus is to evaluate the impact of the nascent entrepreneurs' perceived level of creativity on training outcomes, measured in terms of perceived ease of use, perceived usefulness and intention to exploit learning. Implications for theory and enterprise education policy are discussed.Design/methodology/approachThe paper draws on data from a cross sectional survey of two groups of trainees: final‐year business‐enterprise degree‐students, and participants from a leading UK enterprise programme, New Entrepreneur Scholarship (NES). The data from a total sample of 384 were analysed using structural equation modelling (SEM). Data were subjected to essential validity and reliability tests prior to using in the SEM analysis.FindingsThe results supported the hypothesis that participants who perceive themselves as having higher perceptions of creativity will have higher tendencies to learn. There is also support for a full mediation role of new learning in explaining the relationship between creativity and intention to exploit learning. Creative individuals also rate other training outcomes as positive; both perceived usefulness and perceived ease‐of‐use received statistical support. Perceived usefulness acts as a strong mediator to the relationship between learning from creativity training and nascent entrepreneurs' intention to exploit their learning. On the whole, results largely agree with the TPB as applied to entrepreneurship and suggest trainees' perception of creativity as a driver for enhancing learning habits among nascent entrepreneurs.Practical implicationsThe research has highlighted several issues that influence the learning behaviour of nascent entrepreneurs and so helps to inform entrepreneurship theory and enterprise policy related to enterprise and entrepreneurship education. As this is one of the first attempts to situate enterprise education within the theory of planned behaviour, this study will particularly be useful to frame questions for future research.Originality/valueThe study is useful as it proposes a new dimension to an already popular debate around learning and entrepreneurial potential. This paper emphasises that the development of enterprising skills should be spread and integrated into different aspects within an entrepreneurship programme, as opposed to small‐blocks of consecutive sessions, to avoid negative effects caused by the perception of creativity.