Page - 24 - in Digital Entrepreneurship - Impact on Business and Society

morecreative-minded individuals, the incorporationofdesign thinking, particularly in the area of new products and services, the design of new packages that are not only recyclable but also can be used for other purposes, more expressive and meaningful social mediamessaging, and incorporating a thinking-outside-the-box mentality when addressing variousmarketing problems. The sourcingof ideas is nowmore than ever being influencedby larger changes in interactions between people, communities, creative processes, knowledge domainsandwider social contexts.As there is a sizeable researchgap in linking the digital environment to creativity, the aim of this chapter is to understand how entrepreneurs and their teams can use digital technologies to support creativity. Based on this, our research question for this chapter is:How can we support the creativity of entrepreneurs and their teams using digital technologies, and in particular, howcanwedo this throughartificial intelligence, virtual realityand the Internet of things? By reviewing recent literature on creativity and discussing three practical cases, we link creativity to digital business and highlight the importance of creativity for digital businesses.More specifically,weposition creativity as awayof stimulating entrepreneurial behaviour, using creativity as a basis for innovation and creating a working environment where ideas can flourish. We also investigate how entre- preneurs and their teamscanutilisedigital technologies to support creativity. In this chapter, we examine how entrepreneurs can harness digital technologies to ignite creativity, power human enterprise and support creativity among themselves and their teams. We contribute to the literature on creativity and entrepreneurship in three major ways. First, this paper expands our understanding of creativity by adding anewdimensionof creativity stimulated bydigital technology. Second,we emphasise the need for positioning companies into a digital business environment landscape that encourages the application of digital tools to support creativity. Third, we shed light onmanagerial practices and deliver practical implications to corporate executives andmanagers and individual entrepreneurs and their teams. 2 Conceptualising Creativity inDigital Business Artistic expression, co-creation and the dissemination of business ideas are now more common than ever before, being transformed through rapidly evolvingdigital technologies (Gardner andWeinstein 2018). In thefield of artistic expression, lines are also being blurred with the advent of these digital technologies, as audience engagement takes on a whole new meaning in which communication with the audience and performance intertwine and, occasionally, become one. For instance, theaffinitygroupsareagreat exampleofco-creation, as theyallow individualswith similar interests to mentor and support each other in the development of their creative skills. Sites such as Behance, DevianArt and Dribble allow professional artists and designers to share their work and receive constructive feedback and inspiration. Both feedback and inspiration may lead to business ideas and Unleashing the Creativity of Entrepreneurswith Digital… 25