Seite - 172 - in Digital Entrepreneurship - Impact on Business and Society

(b) Breaks—as discussed in the section on the creative process, rest and relaxation play an important part in supporting the creative process. Pushing creativity to the edge can and often is counterproductive.What seems rather lazy, such as having several short breaks, is, in fact, a better way to improve creative pro- ductivity. It is often the calm moments that precede important creative breakthroughs. (c) Reduced timepressure—thisbuildson thepreviouspoint.Breakshelp in taking some time off, mostly taking pressure from employees. Time pressure gives people the adrenaline shot tofinish operational tasks in themost efficientway. However, it is rather poisonous for creative solutions which for themost part need a strategic approach. (d) Change the scene—this builds also on one of the previous points. While diversity implies different psychological and cultural perspectives, there is a rather simple way to achieve diversity (although somewhat superficial). By simply rearranging the work environment, or including the lately famous work-from-home approach, employers can boost creativity in their businesses. (e) Embrace failure—failure is certainly the first step to success. Failing implies learning; failing implies realizing what does not work; failing narrows down options; failingmight lead to solutions to other problems; failing leads even to the improvement of the solutionwhichwill work. 4 Examples fromPractice Case 1: Tesco in SouthKorea South Korea has been a hardmarket for large retail companies such asWalmart. TescoHomeplus has been founded by Tesco and Samsung, and it has grown into the second-largest retailer inSouthKorea.Homeplushas always aspired tobecome the leader in themarket butwas hesitant to increase the number of its retail shops. In linewith this, theyconducted researchon the styleof life and shoppinghabits of SouthKorean customers. Findings of thismarket research indicated that the people were working long hours and found their time very important. On the one hand, time devoted to shopping for groceries did not have a high priority. On the other hand,SouthKoreans areheavyusersof technologyand95%of thepopulationown smartphones (Taylor and Silver 2018). Combining these two findings, Homeplus decided to think out of the box and bemore creative than just setting up physical stores to compete with other retailers. They decided to start the concept of the virtual store. Homeplus created virtual stores in subway stationswith the displays thatmatched exactly the ones in the actual stores.Customerswere able to use their smartphone app to scan a product theywould like to buy and complete the order. Theirorderwould thenbedelivered to theirhome the sameday.This creativemove Digital Creativity: Upgrading Creativity in Digital Business 177