Defining Spaces of Creative Educational at Management Higher Education Through a Value Creation Mechanism

Abstract

The research goal was to identify the elements and form of creative educational spaces from the perspective of the main actors involved in the context of higher education in management. The study is based on three theoretical aspects: value co-creation, creative spaces of education and, educative innovation. The methodology was exploratory and qualitative, that performs a process of value co-creation using the Focus Group technique with an intentional sampling of teachers, students, employee, and head department of a Brazilian university. The results indicate alignment with the approaches of educative innovation and creative spaces regarding institutional innovation structural and didactic. The ideal model of creative education space co-created by the group maintains similarity with the coworking spaces and organizational structures of non-traditional firms. A consensus among teachers and students considered the current classrooms, used in most universities, as outdated and, discouraging of creativity for both educators and students and should be rethought on pain of being one of the points generated from school dropout. The creative space of education was associated with the interaction, technologies, functionalities, gamification and creative leisure.