Page - 160 - in Digital Entrepreneurship - Impact on Business and Society

Digital Creativity: Upgrading Creativity inDigital Business Edin Smailhodžić andDenis Berberović Abstract Creativity has become one of the most important driving factors of today’s digital business environments. Businesses are increasingly looking for creative employeeswhocanoffernewandout-of-the-box solutions to existingproblems. Companies go through the process of digital transformation by increasingly changing theways inwhich they employ digital technologies and develop new digital businessmodels thathelp tocreate and tocapturevalue.Combinedwitha creative approach, companies have experienced a surge in creative digital solutions.However, the creativeprocess is not a self-perpetuatingmechanism. It must be initiated and supported byorganizations.This is donebyunderstanding the creative process itself and bymaking small but fruitful adjustments to the work environment and the overall management of the workforce. As three chosen real-life examples will illustrate, such approach results in unleashing powerful creative energy that offers newservices to themarket, newapproaches to solving existing problems, or as seen in the case of Uber—bringing in a completely new business model based on creative solutions and innovative approaches to different aspects of business operations. E. Smailhodžić (&) University of Groningen, Groningen, TheNetherlands e-mail: e.smailhodzic@rug.nl D. Berberović University of Sarajevo, Sarajevo, Bosnia andHerzegovina ©TheAuthor(s) 2021 M.Soltanifar et al. (eds.),DigitalEntrepreneurship, FutureofBusiness andFinance, https://doi.org/10.1007/978-3-030-53914-6_9 165