EXPLORING THE INTEGRATION OF LATERAL THINKING IN HUNGARIAN ECONOMIC HIGHER EDUCATION

Abstract

n the rapidly evolving context of economic higher education, lateral thinking—a non-linear, adaptable approach to problem-solving—has turned into an essential instrument to foster innovation and adaptability among students working in VUCA environments. Informed by empirical data of Hungarian economic universities, complemented with theoretical background on lateral marketing and intelligent inverse innovation, this study responds to two research questions: (1) How integrated is the lateral strategy in Hungarian economic higher education? (2) How are the perceptions of students and teachers regarding lateral thinking and creative leadership influencing its implementation? With qualitative synthesis of the authors’ research and recent literature, the findings confirm strong perceptual support for the added value of lateral. The study proposes actionable suggestions on the integration of lateral styles through AVICA (Agile, Value-oriented, Inspiring, Collaborative, Appreciative) leadership models and information technology, promoting global arguments on education competitiveness in a knowledge economy.