Capitalizing on Creativity at Work
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Capitalizing on Creativity at Work

Fostering the Implementation of Creative Ideas in Organizations

Edited by Miha Škerlavaj, Matej Černe, Anders Dysvik and Arne Carlsen

How does one implement highly creative ideas in the workplace? Though creativity fuels modern businesses and organizations, imaginative ideas are less likely to be implemented than moderate ones. The crux of this issue is explored as contributors present and analyze remedies for capitalizing on highly creative ideas.
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Chapter 24: Creation of a social media social venture

Benedicte Brøgger


A business idea is a particular kind of idea. It proposes a new product or service and how to make money from it. A social business idea presents a new solution to a social problem as well as a way to make a living. Those who implement social business ideas are called social entrepreneurs, and their businesses social enterprises. The claim in the chapter is that to implement a social business idea, a social entrepreneur must engage in a triple-embedding process. Not only must they position their venture in the market, they also need to draw resources from state and voluntary sector sources simultaneously. Social enterprises may therefore expand the notion of what it means to capitalize on creativity. The case discussed in the chapter is X.News, a media venture in a small community in Norway. The creative idea was to start a social media venture that would also be a media social venture. This needs some explanation: the entrepreneur, H2L, is an autist whose talent and consuming interest is news and who started a net-based local newspaper in 2000. It started with a few ‘printed’ news items on the X.News domain, included feature articles in 2004, and some years later videos and streaming services. This is the social media venture. All the while, the company has only employed people from marginalized groups, including physically disabled and minority groups. This is the media social venture.

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