Seite - 162 - in Digital Entrepreneurship - Impact on Business and Society

bigdata.Wehave tobecreativeandfind insights thatwill help to solveproblems in a different way than usual (Brinson 2017). For example, big data can be used as a digital asset in order to personalize products and services (Verhoef et al. 2016) This implies that the digital age is in a way extension and elaboration of the twentieth-century knowledge age. The world is moving toward the right-brained intuitive and creative world instead of a left-brained logical thinking world. The rising automation resulting in increasedproductivitymeans that theremight be less need for labor in the future. This further leads tomore time for other activities, and one of the alternatives is creativework.At the same time, theworld experiences a greater need for innovative ideas. The current business environment features a fast strikementality of companies that aim to disrupt competitive advantage ofmarket leaders,whichmakes competitive advantageof companies no longer sustainable in the long run (D’Aveni 2010). Thus, this illustrates the increasing importance of creativity and reinvention to remain competitive. Along with this, there is an increasing need for creative people in the workforce, not only for artists and designers(Areete2018).Acreativeapproachisalsoneededinbusinessmanagement and strategic planning. Due to the shift of the digital era, jobs for creative people havealso changedas theyareneeded in themore traditional roleswithin abusiness inorder tohelp change companies that seek tobecompetitive in this era of change. All thesechanges in theprocessofdigital transformationpoint to the importance of new skills such as strategic imagination and creative problem solving (Mills 2015). Inparticular, it is important tohave theskill of thinkingoutsideof the typical roles and tasks that one does on a daily basis. Actually, employees should be supported in thinkingoutsideof their tasksandhowtheycanmake itmoreefficient. Inan increasinglychangingenvironmentenabledbydigital transformation, creative problem solving becomes of utmost importance in regard to problem solving and finding new entrepreneurial opportunities. Creativity and critical thinking are not only important todaybut alsoprojected tobe the skills inmostdemand in the future (World Economic Forum 2018). 2 Theoretical BackgroundonCreativity andDigital Business 2.1 Creativity Beforewe can start linking creativity to digital entrepreneurship,weneed to define what creativity is andwhy it is important. Simply defined, creativity is the act of turning new and imaginative ideas into reality (Naiman and Naiman 2017). According to Amabile (1988), it applies to both idea generation and problem solving.However,Amabile et al. (2005) also emphasize that these ideas shouldnot only be novel but also useful. In the context of organizations and workplaces, creativity is seenas thecreationofnewandusefulproducts, services, andprocesses by employees (Woodman et al. 1993). Creative people have the ability to perceive Digital Creativity: Upgrading Creativity in Digital Business 167