Abstract

Creativity lies at the heart of the cognitive soul of the entrepreneur. Yet what specific creativity strategies do entrepreneurs employ? Creativity is the interplay between ability and process by which an individual produces an outcome or product that is both novel (a new combination) and is useful (economic utility) (Plucker, 2004). This study proposes three questions: do entrepreneurs when searching for a viable opportunity to pursue, utilize more generalized creative divergent thinking heuristics that can lead to those serendipitous “a-ha” moments? Or do entrepreneurs employ a deeper knowledge dependent systematic cognitive process in order to recognize patterns that develop into new combinations with marketplace potential? Can reproducible conditions be identified that influence creative productivity that enhance the ability of entrepreneurs to see and recognize opportunity?

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