Journal of Entrepreneurship Education (Print ISSN: 1098-8394; Online ISSN: 1528-2651)


How to Promote Entrepreneurial Identity through Edutainment?

Author(s): Käthe Schneider

In recent years there has been a growing interest in Entrepreneurship Education and Training in Educational and Psychological Research and Entrepreneurial and Leadership Studies. Based on studies that show that human capital factors display modest correlations with entrepreneurial success, we will focus on the founder and innovator identity as two important explanatory factors of entrepreneurial success. This paper aims to analyze how the founder and innovator identity can be enhanced by the application of entertainment education. The present study provides the theoretical foundation for promoting entrepreneurial identity through edutainment education as an innovative approach to training and workplace experience. Integrating cherished objects, spaces and characters and narration within a virtual entrepreneurial learning context while interacting with others strengthens a sense of founder and innovator identity.