Online Ideation Games as Means to Change

Companies have to adapt to change if they want to stay competitive. Inducing and managing change processes are, however, highly complex and difficult tasks, especially when individual beliefs, knowledge, and routines are addressed. Despite the importance of this aspect, research on concrete measures is still underrepresented. Within the present study, an online ideation game is examined as a means to change. The aim of this study is therefore to explore whether participation in an online ideation game induce change by fostering learning and unlearning. A longitudinal, quantitative approach is chosen to detect changes over time. An adjusted opinion leadership scale of Childers [Ch86] is applied as a measure of change on an individual level. The findings of this study demonstrate that an online ideation game can induce change processes.