Seite - 36 - in Digital Entrepreneurship - Impact on Business and Society

play, speculation and ‘brainstorming’, which all together help to unleash the cre- ativity of entrepreneurs and their teams. There is a great deal of evidence that suggests that technology enhances cre- ativity (Kapoor 2019). Research has shown empirically how the Internet environ- ment and the advent of new digital technology have altered the cognitive behavioursandstructures involved in informationprocessing, executivecontrol and reward-processing (Bruno and Canina 2019a, b). Individual creativity and group creativityareboth important to sustainingan innovativeenvironment.The latterhas beenaffected inmanypositivewaysby the riseofdigital platformsand the tools for better communication. Moreover, digitalisation has influenced idea creation and implementation in many ways. The digitalisation of information exchange and communication techniques have had a great impact on the exchange of ideas and decision-making processes. These technological developments have improved group work efficiency and communication, which can be beneficial to the suc- cessful realisation of new business ideas. Since creativity is at the heart of an organisation’s innovative capabilities and its ability to grow, its importance must always be considered. Often, employers and employees may feel pressure to achieve theirfinancial targets and goals within a given timeframe, whichmakes it difficult to prioritise creativity daily.Managersmust offer teams sufficient time and space to let their creativity be involved in their daily work and problem solving (Brodherson et al. 2017).Anorganisation should also be open to allow technology to drive its business processes and foster a company culture. It is important for individuals of an innovative firm to be flexible and ready to adapt to continuous forms of change. Technological innovation occurs more often than breakthrough innovationandcanbecontinuous.Firmsshouldoffer training toemployees as soon as new technologies are integrated into the business processes. Furthermore, employees could also suggest the use of new technologies at the firmwhen pos- sible. New applications and other forms of communicative platforms continue to change and improve, some beingmore beneficial than others. Management should be open to creative ideas from their employees on new digitalisation opportunities. As mentioned above, new technologies may improve communication in terms of efficiency and allow peers to give their creative input. The encouragement of creativity can also be applied through the use of stimulating environments or practices. For example, inspiration for new ideas can be fostered through activities that do not directly relate to daily tasks. Innovations and ideas tend tooriginate through thecreationof environments inwhich ideasof individuals are able to connect and feedeachother.Thismaygive rise todifferent perspectives and insights on the problem. Firms that are able to form a team with different perspectives allow these individuals to challenge and support one another. Such an environment can directly quicken the process of innovation and may be a very important factor in today’s world of constant change. This can be achieved by allowing individuals to experiment and to step out of their comfort zones (EY Global 2018).Anotherway inwhichdigitalisationwithin companies is encouraged is the pressure from competitors. Many industries have been disrupted by the introduction of digitalised and innovative business ideas. One example is the Unleashing the Creativity of Entrepreneurswith Digital… 37