Seite - 170 - in Digital Entrepreneurship - Impact on Business and Society

next are sometimes difficult to distinguish as lines between different stages are not always clear, such as between incubation and insight (Gannett 2018) (Fig. 1). Stages in the creativity process are as follows: 1. Problem recognition—when facing challenges in the digital business environ- ment, both organizations, as well as employees, initiate a problem resolution process. This phase implies considering the challenge and starting a creative process whose final output is a solution for the emerged issue. In terms of the digital business environment, this is an often occurring process; in fact, the digital business environment is a challenge in its own right, and most of the digital businesses emergedactually as responses to these challenges. It is further important to emphasize that in termsof starting the creative process, it is highly important that the emerged problem is being approached as an opportunity and not as a threat. That leads to creativity being unleashed to its fullest extent. It must also be noted that ‘problems’ in digital business are not necessary situa- tions that represent an obstacle. It might well be those common situations, activities, operations, etc., in the realworld that represent avaluable territory for creative digital solutions. (Weill andWoerner 2018). 2. Immersion—after the challenge has been detected and defined, even vaguely, employees will start to gather information in order to be able to approach the issue from different angles. By doing so, they delve deeper into understanding the challenge. This is a crucial phase as it not only helps to understand the challenge from different perspectives, but it also immediately initiates possible solutions. Digital creative solutions are in most cases focused on finding IT solutions; however, there has been a slight shift fromfinding pure IT solutions to creating solutions that are focused on finding themore comfortable, artistic, fast, or easiest option. Fig. 1 Conceptual model Digital Creativity: Upgrading Creativity in Digital Business 175