The Role of Creativity in Entrepreneurship

THE ROLE OF CREATIVITY IN ENTREPRENEURSHIP

Dr Ian Fillis, University of Stirling, Scotland

Professor Ruth Rentschler, Deakin University, Australia

Contact author:

Dr Ian Fillis

Senior Lecturer

Department of Marketing

University of Stirling

Stirling FK9 4LA

Scotland, UK

Tel: 01786 467392

Fax: 01786 464745

e-mail: i.r.fillis@stir.ac.uk

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THE ROLE OF CREATIVITY IN ENTREPRENEURSHIP

Abstract:

This paper evaluates the contribution of creativity to entrepreneurship theory and practice in terms of building an holistic and transdisciplinary understanding of its impact. Acknowledgement is made of the subjectivist theory of entrepreneurship which embraces randomness, uncertainty and ambiguity but these factors should then be embedded in wider business and social contexts. The analysis is synthesised into a number of themes, from consideration of its definition, its link with personality and cognitive style, creativity as a process and the use of biography in uncovering data on creative entrepreneurial behaviour. Other relevant areas of discussion include creativity’s link with motivation, actualisation and innovation, as well as the interrogation of entrepreneurial artists as owner/managers. These factors are embedded in a critical evaluation of how creativity contributes to successful entrepreneurship practice. Modelling, measuring and testing entrepreneurial creativity are also considered and the paper includes detailed consideration of several models of creativity in entrepreneurship. Recommendations for future theory and practice are also made.

Introduction:

A change in the economy has been identified recently, moving from knowledge based activities to creativity, innovation, entrepreneurship and imagination (van den Broeck et al. 2008; Oke et al. 2009). Increasing globalisation and technology effects have resulted in more business opportunities but the marketplace has also become more crowded and competition has increased (McMullan and Shepherd 2006)....