Art Entrepreneurship
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Art Entrepreneurship

Edited by Mikael Scherdin and Ivo Zander

This pioneering book explores creative and entrepreneurial processes as they are played out in the field of art. Nine original chapters by an international group of scholars take a detailed look at the sources of new art ideas, how they are transformed into tangible objects of art, make their way through often hostile selection environments, and ultimately go on to become valued and accepted by the general public. Making a number of original contributions at the crossroads of art and entrepreneurship, the book speaks to researchers across these fields, practicing artists interested in promoting and gaining acceptance for their work, as well as policymakers concerned with sustained dynamics of the art arena.
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Chapter 4: Opportunity Revelation: Cogitative Powers of the Brain

Mikael Scherdin


Mikael Scherdin This chapter argues for a broadened conceptual approach to early creation processes. By using both new findings in the field of neurosciences and a first-person case study of an artistic process, it specifically attempts to develop new conceptual labels for artistic and entrepreneurial processes as they unfold in the creative phases. It further illustrates how artistic insights may be applied in the general field of entrepreneurship, and in research on opportunity recognition processes in particular. To develop a broadened perspective on early creation processes, the chapter draws upon findings from the fields of neurosciences and neurophilosophy, and especially the concept of cogitative powers of the brain (Bennett and Hacker, 2003). These are powers that utilize abilities labelled Hammerdal, Sweden 50 M2508 - SCHERDIN PRINT.indd 50 26/01/2011 11:15 Opportunity revelation: cogitative powers of the brain 51 as belief, thinking, imagination, and mental images for the generation of new and unique knowledge. Even though neurosciences and neurophilosophy could be argued to be a remote source for the arts and entrepreneurship literatures, I will in due time show their relevance. I do not have any ambitions to contribute to the development of neurosciences or neurophilosophy, but claim that they can be used for feeding research in the fields of art and entrepreneurship, particularly those parts concerned with the understanding and conceptualization of early creation processes. The chapter uses an approach of: (1) a rough overview of relevant literatures on early creation processes, all the way from entrepreneurship research to neurosciences...

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