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From Board Games to Unicorns: Gamification and Its Impact on Ideation for Nascent Entrepreneurs

Heurlin, Måns LU ; Andersson, Jonathan LU and Rooth, Jonathan LU (2023) FEKH99 20222
Department of Business Administration
Abstract
Title: From Board Games to Unicorns: Gamification and Its Impact on Ideation for Nascent Entrepreneurs
Seminar date: January 11th, 2023
Course: FEKH99, Bachelor Degree Project in Entrepreneurship and Innovation Management, Business
administration, Undergraduate level, 15 University Credit Points
Authors: Jonathan Andersson, Måns Heurlin, Jonathan Rooth
Supervisor: Joakim Winborg
Keywords: Gamification; Innovation; Ideation; Entrepreneurship; Nascent entrepreneurs; Idea generation
Research question: What are the effects of gamification on ideation for nascent entrepreneurs?
Purpose: The purpose of the study is to contribute with increased understanding of how decision-
makers in startups argue when choosing location of... (More)
Title: From Board Games to Unicorns: Gamification and Its Impact on Ideation for Nascent Entrepreneurs
Seminar date: January 11th, 2023
Course: FEKH99, Bachelor Degree Project in Entrepreneurship and Innovation Management, Business
administration, Undergraduate level, 15 University Credit Points
Authors: Jonathan Andersson, Måns Heurlin, Jonathan Rooth
Supervisor: Joakim Winborg
Keywords: Gamification; Innovation; Ideation; Entrepreneurship; Nascent entrepreneurs; Idea generation
Research question: What are the effects of gamification on ideation for nascent entrepreneurs?
Purpose: The purpose of the study is to contribute with increased understanding of how decision-
makers in startups argue when choosing location of production.
Methodology: Quasi-experiment with a deductive logic of inquiry, executed through semi-structured interviews. The empirical data presented in the analysis stems from the transcription records that were recorded before and after conducting the workshops that made up the experiment. The workshops themselves consisted of a board game that was played by three participants, in three separate workshops.
Theoretical perspective: The theoretical framework has its foundation in previous research that has been conducted regarding innovation, ideation and gamification.
Result: The results from the semi-structured interviews were presented in relation to their respective “gamification outcomes” (hedonic, utilitarian & social) that also served as the foundation for the interview guide. Different experiences were recorded, however most of the participants stated that the game elements that the game encompassed were predominantly positive in nature and added to the experience in various ways.
Conclusions: The findings suggest that gamification can be an effective method for enhancing the ideation process, particularly for individuals who struggle to stay motivated or focused, leading to more innovative and unique solutions in the majority of cases. Additionally, the long-term sustainability of the effects of gamification on ideation remains uncertain. Despite these limitations, gamification impacts ideation by serving as a powerful tool for entrepreneurs looking to boost motivation, engagement, creativity and potentially learning. (Less)
Please use this url to cite or link to this publication:
author
Heurlin, Måns LU ; Andersson, Jonathan LU and Rooth, Jonathan LU
supervisor
organization
course
FEKH99 20222
year
type
M2 - Bachelor Degree
subject
keywords
Gamification, Ideation
language
English
id
9110701
date added to LUP
2023-03-20 16:40:10
date last changed
2023-03-20 16:40:10
@misc{9110701,
  abstract     = {{Title: From Board Games to Unicorns: Gamification and Its Impact on Ideation for Nascent Entrepreneurs 
Seminar date: January 11th, 2023 
Course: FEKH99, Bachelor Degree Project in Entrepreneurship and Innovation Management, Business 
administration, Undergraduate level, 15 University Credit Points 
Authors: Jonathan Andersson, Måns Heurlin, Jonathan Rooth 
Supervisor: Joakim Winborg 
Keywords: Gamification; Innovation; Ideation; Entrepreneurship; Nascent entrepreneurs; Idea generation
Research question: What are the effects of gamification on ideation for nascent entrepreneurs?
Purpose: The purpose of the study is to contribute with increased understanding of how decision-
makers in startups argue when choosing location of production. 
Methodology: Quasi-experiment with a deductive logic of inquiry, executed through semi-structured interviews. The empirical data presented in the analysis stems from the transcription records that were recorded before and after conducting the workshops that made up the experiment. The workshops themselves consisted of a board game that was played by three participants, in three separate workshops.
Theoretical perspective: The theoretical framework has its foundation in previous research that has been conducted regarding innovation, ideation and gamification.
Result: The results from the semi-structured interviews were presented in relation to their respective “gamification outcomes” (hedonic, utilitarian & social) that also served as the foundation for the interview guide. Different experiences were recorded, however most of the participants stated that the game elements that the game encompassed were predominantly positive in nature and added to the experience in various ways.
Conclusions: The findings suggest that gamification can be an effective method for enhancing the ideation process, particularly for individuals who struggle to stay motivated or focused, leading to more innovative and unique solutions in the majority of cases. Additionally, the long-term sustainability of the effects of gamification on ideation remains uncertain. Despite these limitations, gamification impacts ideation by serving as a powerful tool for entrepreneurs looking to boost motivation, engagement, creativity and potentially learning.}},
  author       = {{Heurlin, Måns and Andersson, Jonathan and Rooth, Jonathan}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{From Board Games to Unicorns: Gamification and Its Impact on Ideation for Nascent Entrepreneurs}},
  year         = {{2023}},
}