A Creative Virtual Corporation:Roomsharing.com

Introduction

IBIS is an international economy range of hotels, which is owned by Accor hotels. Accor hotels has more than 168,000 associates in 140 countries, it is the leader in Europe and also is one of the largest company in the world with travel, tourism and corporate services. In 1974, the first IBIS hotel is set up in Bordeaux. In the following years, it is famous for its high quality service and competitive price in the world. Its core value is providing the most preferential price in the local market and modern hotel service to customers. In 2013, equipped with 1,277 hotels and 121,882 rooms in Europe, IBIS has become the largest hotel company in this area.

SWOT Analysis

Strengths

Innovative quality

IBIS has creative designs for rooms, an innovative concept for restaurants, multi-skilled employees, sustained investment to ensure customers enjoy a premium services without extra cost. For example, IBIS has an innovative change on beverage service that customers can get bar service or reception service at any time to enjoy a meal. In addition, its breakfast time is from 4am to 12 am, which is called unique “eight hours breakfast”. Nowadays, due to the innovative quality that is provided by IBIS, its quality standard has been recognized by the world. In 1997, IBIS obtained the ISO9001 International Quality Standard System Certification, which is admitted by more than 150 countries, and becoming the first economical chain hotels that are certificated by this system. In addition, IBIS pays attention on environmental protection, and becoming the first economical chain hotels to pass the ISO14001 International Environmental Management System Certification 

Convenient locations, excellent rooms and facilities

As the leading brand in the industry, IBIS create economic benefits and quality assurance to customers with preferential prices, the international uniform service and quality standards. It is usually located close to city centre, airports, railway stations, commercial and tourist destinations, which is beneficial for customers to go anywhere. The rooms have been elaborate designed with bath rooms and facilities, which can provide a best sleeping environment for customers. Excepting for TV with international, domestic channels, network, shower and toilet facilities, it maintains the sound insulation around 43 db.

Weaknesses

Unbalanced network

Nowadays, IBIS focus on Europe market. It has more than 691 hotels with 72,984 rooms in this continent. However, it only has 59 hotels in Latin America, and 31 hotels in Africa and the Middle East. So this is not good for IBIS to take more market shares with the unbalanced network.

Lower profits

As economical chain hotels, most of IBIS’s competitors are keeping a low operation costs to gain more profits. However, IBIS has a high operation cost on providing high quality of services and excellent rooms and facilities, which is influencing its revenue.

Opportunities

According to Maslow's theory of the level of demand, people will pursuit for a spiritual need after achieving certain level of living status. Nowadays, with the rapidly development of economy, more and more people tend to travel around, as a result, the consumption of hotels will increase. On the other hand, some emergency markets in developing countries, such as China, Latin America become a huge opportunity for IBIS to expand its market shares in these areas. IBIS not only can set up new hotels in these areas, but also can attract travelers in these areas to living in IBIS with its global reputation and high service quality when they travelling aboard.

Threatens

According to Michael E. Porter’s theory of Five Forces Model, we can see that IBIS is facing a fierce competition in economical chain hotels. Its main competitors are including Days Inn and Super 8 from America, 7 Days Inn and JINJIANG INN from Mainland China, Tune Hotels from Kuala Lumpur and so on, these economical chain hotels also providing high quality of services with low cost to attract travelers. So the competitive rivalry, bargaining power of suppliers and buyers are high. For example, when customers want to change to other hotels, it has a lower switching cost. In addition, except for travelling, people have more interesting things can do, for example singing in KTV, hiking and so on, so it has a high threat of substitute. However, due to the high entrant cost of capital requirements, such as real estate, fixed cost and so on, it faces a low threat of new entrants. 

Differentiation strategy and target audiences

In order to survive in fierce competition, company should different from others with its competitive advantages in terms of product differentiation, service differentiation, channel differentiation, people differentiation and image differentiation. For service differentiation, it provides a high quality of service, such as “eight hours breakfast”. And it takes large advantage of social media, such as facebook, to get closer to its customers, and have lots of interaction with them, which will attract them and gain brand loyalty from them. For channel differentiation, except for traditional promotion ways, such as advertisements, we providing a more effective way to reach more audiences, which is collaboration with a famous traveler website named www.backpacker.com.tw. It has the same target audience with IBIS’s differentiation strategy that who are likely to travel all over the world, and these international backpacker prefer to living in a good economic hotel with high quality of service and good facilities, and making friends with whom are come from different cultural backgrounds.

Above all, as IBIS targets at international travelers, how to reach them as well as letting its target customers find IBIS are very essential for its business. In order to achieve this international connection, IBIS finds backpackers.com.tw, a platform which is a travel information sharing corner that is registered by backpackers who loves self-service traveling around the world. By collaborating with this well-know international platform, both two parties, IBIS and its targeted customers, can find and reach each other efficiently and virtually. Can this collaboration be in a non-virtual way? The answer is definitely not, because it will be impossible or time-consuming and costing for IBIS to dig into the whole world to get contact with its customers personally.

The collaboration between IBIS and Backpacker.com

How can this collaboration be realized? The IBIS will sign a contract with www.backpackers.com to establish an online virtual company called www.roomsharing.com. It is a virtual platform and the mission of which is to assist international backpackers to find room to stay and a roommate to stay with.

How does this whole process work? First of all, a backpacker needs to register in the www.roomsharing.com to be a member of the virtual company. Then, he can see the room information provided by IBIS, including the room size and layout, price, specific location, available dates, available number and so on. With that information, a backpacker can choose whatever he likes, which is very similar to Booking.com. Meanwhile, the backpacker can choose the roommates to share a room as well as the room charge. There are two ways he can do to make the choice. The first way is by conditional searching. There are mainly three information catalogue he can refer to. The first catalogue is the basic information including gender, age, nationality, education background, etc. The backpacker can choose the suitable terms. The second catalogue is advanced information, including trip experience and plan, as well as personal habits. This catalogue is very important. For example, a backpacker may find the roommate who has been to Europe before or with the same plan to explore the mysterious Egyptian, then he can find the right person by adding there searching terms. About the personal habits, it is especially important when the backpacker wants to get rid of someone who smokes, or for the backpackers who has a certain religious belief with certain special habits and does not want to disturb by someone outside his religion. The third information catalogue is social media information share. The backpacker can click the link of the roommates, recommended by the websites according to his chosen requirements, to see his social media home page so as to further verify whether that person is suitable to be the roommate. After the three rounds of verifications, it is very possible that he can find the right roommate. In addition to conditional searching, another way to find a roommate is posting a notice which lists your specific requirements and to wait for others to find you. This way may be a little time-consuming for the backpacker who is in a hurry to find roommates. When the two or three backpackers decide to share the room, they can accept to create a community with a same ID. With this mutual ID, they can choose a suitable room together. Then, after the room agreement is signed, they can go into the payment page to pay their shared room charge. Till now, the transaction is finished.

The virtual company’s attractions to backpackers

What are the online platform’s attractions to the backpackers? There are mainly three. Firstly, the virtual platform is far more than a room booking system. It is a social platform which can realize virtual relationship. During the process of finding roommates and interacting with different roommates who are also the backpackers, they can make real friends with each other. Besides, as this virtual platform gives them the opportunities to sharing, it is very appealing to the backpackers, a group of people who like self-service traveling as well as sharing traveling experience. Another advantage of this platform is its international nature, that is, backpackers can share with people from all over the world, which makes the sharing experience fantastic and exciting. Secondly, it is the economic benefits that attract the backpackers. As the room charge is shared, a backpacker can pay less money to have a good room living experience in IBIS. Besides, they can get additional service package from the hotel. For example, the backpackers who are the member of the virtual company can only spend a small amount of money to get a package plan for the trip.

Problem faced by the virtual company and solutions

Although the virtual company is very attractive, there’s one essential issue it needs to solve, that is, the safety issue which can influence its reputation and if it is not coped well, there will be a high legal risk. Besides, it is also an issue that its backpacker users and its business partner IBIS worry about. In order to solve this problem and keep the safety of the backpackers who live in IBIS through this platform, www.roomsharing.com has a very strict certification of its members. First of all, the backpackers who want to register in www.roomsharing.com need to be the member of www.backpackers.com first, which also have very strict verifications of its members. And both of them are using real-name registration systems. In addition to these two protectors, a third one is social media authentication. In this case, Face book is used. People who want to register in www.roomsharing.com also need to provide their social media accounts through which some of their social relationships can be traced. By those three protectors, the virtual company can make sure most of its members are qualified. Another protector system used by the virtual company is user/member evaluation system which is very similar to the evaluation system of www.TaoBao.com. Its members can comment and grade on each other for their room sharing experience. Those who have very low grades and bad comments will not be in the roommate recommendation lists of the virtual company, neither can they be chosen as roommates by other members. Above all, IBIS will sign a safety agreement with the virtual company to provide 24 hour safety patrol as well as security reporting hotline to enhance the safety level.

Reasons for choosing backpacker.com.tw

Before we introduce the advantage for the cooperators from the virtual company, it is very necessary to explain why we as IBIS chose backpacker.com.tw to become our cooperators.

At first, as one of the Best Chinese BBS focusing on backpacker and budget travelling, Backpacker.com.tw is a very valuable communication platform. According to a new report by the United Nations World Tourism Organization (UNWTO), Chinese travelers are now the top source of tourism cash in the world. For the huge market in Great China, a successful professional website in travelling industry should be considered as the most suitable partners for IBIS. Its advantage in information communication could help IBIS in marketing effectively.

Secondly, the target audiences of Backpacker.com.tw have a high compatibility with the one of IBIS. Our hotel IBIS is worldwide economic hotel and supply the service to the global travelers with middle income which want to enjoy a high quality service with a limited budget. Cost performance of service is a significant factor for them. The users of Backpacker.com.tw belong to this group precisely.

Third one, the excellent reputation of the users of Backpacker.com.tw solves the concern about the safety problem in the process of room sharing and could take more opportunities for IBIS to increase benefits. According the date from Backpacker.com.tw, We could find all of the users of Backpacker.com.tw should have mobile phone certification. All of the real personal information should be confirmed. The excellent user could avoid more risk of people. Moreover, most of users of Backpacker.com.tw have a good education background and income. Their power of consumption is very strong and takes potential benefit to our hotel IBIS.

To summarize, Backpacker.com.tw in the room sharing corporation play an important role and Choosing Backpacker.com.tw as the cooperator have been a foundation for win-win situation. 

Value added to IBIS

A clear and potential business mode does not mean the virtual collaboration between IBIS and backpacker.com.tw will be a win-win situation. So for this business virtual collaboration, I could mention more detail about what the collaboration adds value. That will prove the win-win situation should happen in this case. Back to the problem that what does the collaboration add value, the virtual corporation indeed take a series of benefit for participator. I give some positive influence for our hotel IBIS as follow:

1. Stable Client and Reduce of Fixed Cost

The benefits are obvious for our hotel IBIS. Through the virtual corporation, a stable client will come from the Roomsharing.com. For our hotel which locates in the place with a poor competitiveness, this will reduce the fixed cost of rooms. No doubt, the directive benefit could help our hotel develop.

2. Benefits from Value-added Services

Cooperated with the virtual corporation, our hotel will promote a series of value-added services like trip package ,car rental, pick up service from airport, air ticket booking and so on. The value-added services will take substantial profits to us.

3. Reputation building and Differentiation strategy

Based on the benefits above, our hotel will create a professional image as a supplier integrated with various travel products and service. This will improve the reputation for IBIS and build a differentiation with other economic hotels, especially for global backpackers.

Value added to  Backpacker.com.tw

 Meanwhile we could brief the value which Backpacker.com.tw could add from the virtual corporation as follow:

1. User and AD Income Increase, Commission rebate

The attractiveness of Roomsharing.com for costumers will lead to the influence improvement of Backpacker.com.tw. More and more user will enjoy the service of Backpacker.com.tw, followed by AD Income Increase. In addition, commission rebate from hotel room fee will be a considerable directive income.

2. Resource Integration and strategic transformation

In the long term, Backpacker.com.tw could transform to a website with social ability and E-business ability. This will integrate the resource effectively. And the kind of website is very scarce in the recently market.

Evaluation of the performance of the Virtual Company

Through the analysis above, we could find the virtual corporation must be a win-win situation for both of IBIS and Backpacker.com.tw. Furthermore, our hotel defines several key indexes to evaluate the performance of the virtual company for make the whole corporation more scientific and feasible.

1. Quantity of user and successful room sharing partner.

The date will be from the website. We will gathering the quantity of user and successful room sharing partner daily, monthly, quarterly and annually. This date could reflect the operation of Room sharing.com. And compared with different date, we will do a market research too.

2. Cost of website maintenance and marketing promotion.

Cost is an important index we need care. We will pay more attention to cost of website maintenance and marketing promotion, because it will cost relatively large number of inputs.

3. Customer satisfaction

Customer satisfaction has a close relation with the performance of Roomsharing.com. Good user experience will create positive influence for the virtual company, even the cooperators.

4. Sales of value-added services

For our hotel IBIS, sales of value-added services should be an index for measure the performance of the virtual corporation. This part will take a special income and tell us the truth about how benefit we get from the virtual company.

Reference

Chinese travelers the world's biggest spenders By Karla Cripps, CNN

Markus, M. L., & Brook Manville Carole, E. A. (2000). What makes a virtual organization work? MIT Sloan Management Review, 42(1), 13-26. 

Venkatraman, N., & Henderson, J. C. (1998). Real strategies for virtual organizing. Sloan Management Review, 40(1), 33-48.

Self-reflection for the Virtual Corporation Program

There are the useful link to the personal Blogger where the self-reflections have posted as follow:

Eric,Sun Zheng

http://ericsun886.blogspot.hk

Lillian,Huang Lei

http://516386932.blogspot.hk

Shadow,Zhu Muyun

http://772836871.blogspot.hk

No Play, No Creativity

                                   
Definition of creativity

Creativity has been defined as a product or process that shows a balance of originality and value. It is a skill, an ability to make unforeseen connections and to generate new and appropriate ideas. Creativity in education has more to do with the process than with the product, and focuses therefore on the development of thinking and cognitive skills. 

Craft (2005) sees creativity as the ability to see possibilities that others haven't noticed, Esquivel (1995) sees it as the critical process involved in the generation of new ideas. According to Taylor, creative experience is thought of as opposite to reproductive experience.  

Innovative teaching is both the practice of teaching for creativity and of applying innovation to teaching. , innovative teaching is the process leading to creative learning, the implementation of new methods, tools and contents which could benefit learners and their creative potential.

Ways to teach creativity

1.      Cultivate a creative culture that value creativity

Teaching for creativity, or enhancing learners' creative skills, requires the practitioners to be creative themselves and to provide learners with an ethos and a culture that values creativity (Craft, 2005). We’ll choose creative teachers to nurture an environment to kindle the creative spark, an environment where students feels rewarded, are active learners, have a sense of ownership, and can freely discuss their problems. Moreover, creativity has to be valued by teachers throughout the whole educational process, from informal judgments to written assignments. Teachers can show that they appreciate creative expression (Beghetto, 2005) and welcome uniqueness of responses, or foster creativity and motivation by giving unusual tasks or assignments (Pleschová, 2007). 

2.      Brainstorming

It is developed by Alex Osborn. This technique focuses on a group generation of ideas or solutions to a problem and is based on the principle that a constructive atmosphere leads to the development of new ideas and solutions, while a critical and skeptical environment hinders creativity (Osborn, 1953). The basic rules of brainstorming includes never criticize, encourage more ideas and ideas building on others’. According to the curriculum, we organize lots of group discussions to encourage students to use this way of thinking to come up with numerous creative ideas.

 

3.      Six hat method

It is based on Edward de Bono’s pragmatic method. The main concern was to find tools and methods that can take the thinker away from an analytical and critical perspective in order to develop lateral thinking skills and to broaden perception. The six hat method involves "parallel thinking" and is used mainly – but not solely – in meetings or group discussions and provides a means for groups to plan thinking processes in a detailed and cohesive way, and in doing so to think together more effectively. Each hat represents a specific line of thought and a way to look at things (for example, the white hat is connected to the expression of neutral and objective information; the red hat with feelings and personal opinion; the green hat with new ideas; the blue hat tends to be the outward-looking, leader/trail blazing hat) and participants are asked to "wear a hat" at the time, i.e. to pursue one line of thought or one side of the matter at a time (De Bono, 1985) and then change to wear another hat afterwards. For example, when it comes to a problem addressing activity in class, teachers will guide the students to apply the “six hat thinking” to generate creative solutions effectively.

4.      Concern for the interest of every student

Creative people are those who are engaged in a task or activity because they derive pleasure from the activity itself. Sustained creativity needs sustained and undivided attention to the task at hand. Motivation is one of the main factors conducive to creative output and according to Teresa Amabile (1998) , intrinsic motivation is more important than extrinsic. Teachers make an effort to work on topics students find interesting or to find something that might catch students' attention in every topic and subject.

Figure: The three components of creativity (Amabile 1998)

The implication of this figure is that we can improve students’ creativity by teaching them knowledge, equipping them with skills of creative thinking and finding their intrinsic motivation through concerning about their individual learning interest. 

5.      Reinforcing personality traits related to creativity

During the course teaching, teachers are encouraged to pay attention to nurturing the students’ personality traits that are helps to foster creativity. For example, according to Davies, one of the personality traits of creative people is their capacity to take risks.  

6.      Cross-curricular activities

Across-curricular activities foster creativity in education. Students from different academic backgrounds of different departments will be gathered to take this English course. By thinking from different perspectives, students can see the differences and conflicts where creativity thrives. Furthermore, during this knowledge sharing process, students have opportunities to attack the assumptions they made before which help them to generate new ideas. 

7.      Technologies are used to enhance creativity

According to the curriculum, students are required to upload their assignments to the internet through face book or YouTube and their classmates are open to make commands and those who are chosen to be the best actors or play writers by others will get bonus points in their assignment grades. This activity encourage them to think differently to attract more people to make good commends on their acts.

8.      Role-play

There are lots of role plays in this course, by understanding a character in a certain play and well personate it, students are trained to be egoless, in this way, they can minimize their self concern and boost creativity.

Ways to assess creativity

The assessment should emphasize self-improvement and skills development and focus on learning and not on grading. Meanwhile, it should provide useful feedback on students' progress and enhances levels of curiosity, motivation, enjoyment and interest, all factors that are crucial in the development of creativity. Moreover, according to Simplicio, assessment should be seen as an extension of the learning process.

 
For this course, both Peer assessment and individual assessment are used to evaluate students learning effect. Besides, final exam and day-to-to evaluation are adopted. Furthermore, by learning the Robinson report, we use three forms of assessments, firstly, they are informal judgments which value uniqueness of responses and tolerate ambiguity when ask open-ended questions. Secondly, we use written, oral and practical assignment, that is, writing play script and act it; lastly, we organize students to final projects and evaluate their English skills as well as the factors that are relevant to creativity, for example, the originality of their ideas, how they present their project outcomes and so on.

Course guideline

The English language department offers this unique interdisciplinary creative English course. And it is designed for people who want to develop and apply creative thinking to a broad range of societal and business challenges. Moreover, by taking creative acting and practice, it offers students the opportunity to work collaboratively and creatively with different disciplines.

 Teaching fellows

Course Director has a strong background in creative English writing within the area of Drama. The course also draws upon a wide range of internationally and nationally recognized lecturers and practitioners from performance and other department. Outside lecturers from industry, NGO, local authorities and government will also contribute to the teaching program.

Teaching Participants

This course is for students who wish to explore and broaden their understanding of creative thinking. There is not any limitation for the discipline. 

Course structure

The whole course will be divided to three phases.
Phases 1 and 2 of the course will provide you with a detailed knowledge of core theory and skills in innovation and creativity. The skills and knowledge obtained will enable you to articulate ideas, observations and solutions creatively as language users, as well as building creative collaborations of thinking strategically and add value and new challenge to your work. You will be able to apply your knowledge to various kinds of contexts.

During the course in Phases 1 and 2, every class will be derived from a TV series. So Student will enjoy many popular US and UK TV series，such as Gossip girl, GLEE, Mad Men, Desperate Housewives and so on. The lecturer will choose interesting topics that focus on TV series and sharing lots of professional knowledge on each topic. In addition, the lecturer could suppose a new story line and encourage student to rewrite the story around the topic.

Phase 3 builds on the knowledge and skills that students have acquired and applies these to the creation of English drama projects. This involves the completion of a creative project about mixing two different TV series, which means the students will suppose the character in different TV series with the same background and create a new story according to the requirements of the teacher.

The course challenges existing orthodoxies and encourages story redesign. The final project requires students to show an original play with interesting ideas, as well as to explore the context of the project through which you can effectively express creative ideas. Besides the creative story, the students need to write and act the play in English to improve oral English and English writing skill.

 
On the program, students will have the opportunity to take part in designing stage, Drama workshops and study tours. These will be involved some theoretical framework of lectures, case studies, group discussions, seminars and tutorials. Absolutely, these curriculums will be taken on with the new format.
 
The detailed Structure is as follows:

Phase 1

Gossip girl: New York Culture and life

GLEE: American popular culture

Lecture: How to express your idea in English?

Phase 2

Mad Men: Political and media

Desperate Housewives : Essentials of psychology

Lecture: how to write a story in English？

Phase 3

Major project – mixed play

Final Project

Original Play

The stakeholders’ concern about the course

In the process of the course design, the stakeholders’ concern makes us improve the creativity and performance about the course. We briefs the improvement from the concern of administer.

1. Reasonable cost for the course

The course depends on the resource from English language department mainly, while the other department will support the course appropriately. Compared with the effect of the course, the cost will be a reasonable level. The requirement of cost for administer could make the course with a high cost performance

2. Interesting and attractive for students

It is a real problem whether the course is popular and attractive for students. And this course applies various kinds of interesting teaching methods to encourage student to learn the knowledge and skills. For administer, it could keep the course catch the horizon of the students. 

3. Easy accessibility and evaluation

Open class is an important feature in the course. It gives more space for student to learn and create by themselves, while the teacher just need coach and give directions. That will improve the accessibility of the course. Moreover, Final project will focus on the creative thinking and English ability. The integrated evaluation could reflect the effect of learning.

Inhibitors of arriving at an innovative curriculum

1.      Restriction of academic background.

People in the team that are designing the innovative curriculum are come from different academic backgrounds, for example, most of us were graduated from the business college. Refer to the research, people come from science department are more likely to do things logically with the help of technical skills. On the other hand, Business College’s student prefers to finish works in a financial way. However, for the developing of the innovative curriculum pitch, which needs us have more creative ideas to design it in various ways, limited experience in single major is fail to come up with creative outcomes.

 
2.      Group thinking

Group thinking is a psychological phenomenon that team members are trying to avoid conflicts or isolates someone by reaching a consensus outcome. However, the outcome is neither creative nor attractive. At the beginning of this project, in order to keep the harmony relationships, we are not willing to share our own critical thoughts, instead, we only discuss the project in a common way that everyone would accept it. Unfortunately, it is fail to work out a creative course.

3.      Evaluation

Quickly feedback is helpful to improve people’s job performance; however, it has a negative influence on creativity. Some studies show that people’s creativity may reduced by evaluation or having the feeling of owning the work and have to finish the assignment, they are unable to enjoy the learning and working experience (Amabile, Goldfarb, & Brackfield, 1990). Restricted by the evaluation standard, what we would to do is to follow the instruction of teacher step by step, and designing the course in a normal way without taking risk of new ideas. As a result, it will inhibit to achieve an innovative course.

Facilitators of arriving at an innovative curriculum

1.      Supportive educational environment

People are able to benefit from the comfortable environment in terms of physical as well as emotional (Coleman and Colbert, 2001). The teaching ways, high-tech facilities, good relationships between team members in a harmonious environment can encourage us to share our creative ideas freely, instead of afraid to make mistakes, afraid to test new ideas (Cole et al., 1999). With the developing of the discussion, we feel more comfortable with the situation and the way we are talking, more creative thinking are came out, which is adopted at the end. So the supportive learning environment has a positive influence on arriving at the innovative curriculum. 

2.      The combination of different person’s interest and life experience

Influenced by different culture and family conditions, all of us have distinctive interests and habits, which can produce sparks and come up with some creative ideas in the team work. Refer to five factor model of personality, openness to experience is related to creativity (Wiggins, Jerry S., 2002), and to the extent individuals are open minded, curious and imaginative (McCrae, 1987). The special interest can make people learn more things in that field, in contrast, it is strange and new for other team members, as a result, more creative ideas will produced by sharing the special interest and life experience during the developing of the curriculum pitch. 

3.      Challenge assignment

As an English curriculum that is set up from elementary school to university, students are familiar with its content, even feel boring about it. In most of English courses, it is containing of listening, reading, writing and speaking, the exam is not difficult for Chinese students, and we know how to obtain a high score. But we totally don’t want to make a creative work due to the simple requirements and assignments. Appropriate challenge is useful to stimulate team members to solve problem in a creative way. Designing an innovative curriculum which is very different from the ordinary on is challenge and very different from the assignments we used to do, and the corresponding critical thinking aroused by the challenge through the whole process will definitely help us to arriving at an innovative curriculum.

 

References

Amabile, T. M., Goldfarb, P., & Brackfield, S. C. (1990). Social influences on creativity: Evaluation, coaction, and surveillance. Creativity Research Journal, 3, 6-21.

Coleman, R., & Colbert, J. (2001). Grounding the teaching of design in creativity. Journalism & Mass Communication Educator, 56, 4–24.

Cole, D. G., Sugioka, H. L., & Yamagata-Lynch, L. C. (1999). Supportive classroom environments for creativity in higher education. Journal of Creative Behavior, 33, 277–293.

Anusca Ferrari, Romina Cachia and Yves Punie. (2009). Innovation and Creativity in Education and Training in the EU Member States: Fostering Creative Learning and Supporting Innovative Teaching, 27-50.

Wiggins, Jerry S., Pincus, Aaron L. (2002). In Personality disorders and the five-factor model of personality (2nd ed.). American Psychological Association, 103-124.