Chapter 3: The New and the Challenge of the Market or the Non-instrumental Function of Creation
Maria Bonnafous-Boucher, Raphael Cuir and Marc Partouche Creativity is recognized as a key success factor of start-up ventures (Amabile, 1997; Simonton, 1999; Baron, 2000; Venkataraman and Shane, 2000), and plays a key role in the influential theory of endogenous economic growth pertaining to information-age societies (Getz and Lubart, 1998). As a result, theories focusing on the importance of the creative spirit for management and entrepreneurship have entered the mainstream. Marcel Duchamp, The Bottle Rack, 1914 23 M2508 - SCHERDIN PRINT.indd 23 26/01/2011 11:15 24 Art entrepreneurship Examples of this phenomenon include Richard Florida (2004) with his best seller The Rise of the Creative Class, Teresa Amabile, Geir Kaufman, Todd Lubart, Linda O’Hara, and many others. All these initiatives explicitly or implicitly defend the idea of economic creation conceptualized on the pattern of artistic creation. However, they are more closely related to creativity – the psychological process supporting creative spirit in a company – than to creation in and of itself. In other words, we should be careful to distinguish creativity from creation. An analysis of over seventy articles on creativity in the fields of marketing, entrepreneurship, management, organization, business, psychology and creativity (from 1967 to 2008) reveals a consensus based on a definition which is also ‘accepted by most psychologists’ (Rouquette, 2007: 15). Creativity can be defined as the development of ideas or products which are both new and partially useful (Binnewies, Ohly and Sonnentag, 2007). Two qualities characterizing creativity emerge: it generates the “the new” and aims for “the useful...
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