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Creativity and Innovative Business Models ENTREPRENEURSHIP – CREATIVITY AND INNOVATIVE BUSINESS MODELS Edited by Thierry Burger-Helmchen Entrepreneurship – Creativity and Innovative Business Models Edited by Thierry Burger-Helmchen Published by InTech Janeza Trdine 9, 51000 Rijeka, Croatia Copyright © 2012 InTech All chapters are Open Access distributed under the Creative Commons Attribution 3.0 license, which allows users to download, copy and build upon published articles even for commercial purposes, as long as the author and publisher are properly credited, which ensures maximum dissemination and a wider impact of our publications. After this work has been published by InTech, authors have the right to republish it, in whole or part, in any publication of which they are the author, and to make other personal use of the work. Any republication, referencing or personal use of the work must explicitly identify the original source. As for readers, this license allows users to download, copy and build upon published chapters even for commercial purposes, as long as the author and publisher are properly credited, which ensures maximum dissemination and a wider impact of our publications. Notice Statements and opinions expressed in the chapters are these of the individual contributors and not necessarily those of the editors or publisher. No responsibility is accepted for the accuracy of information contained in the published chapters. The publisher assumes no responsibility for any damage or injury to persons or property arising out of the use of any materials, instructions, methods or ideas contained in the book. Publishing Process Manager Marina Jozipovic Technical Editor Teodora Smiljanic Cover Designer InTech Design Team First published February, 2012 Printed in Croatia A free online edition of this book is available at www.intechopen.com Additional hard copies can be obtained from [email protected] Entrepreneurship – Creativity and Innovative Business Models, Edited by Thierry Burger- Helmchen p. cm. ISBN 978-953-51-0069-0 Contents Preface IX Part 1 Ideas, Creativity & Entrepreneurship 1 Chapter 1 Entrepreneurial Creativity as Discovery and Exploitation of Business Opportunities 3 Vesa Puhakka Chapter 2 Inside the Entrepreneurial Event: Creating Schemata of Opportunity for New Business 25 Vesa Puhakka Part 2 New Business Models 39 Chapter 3 Incubation of New Ideas: Extending Incubation Models to Less-Favored Regions 41 António C. Moreira and Marta F. S. Carvalho Chapter 4 The Development and Implementation of Marketing Information System Within Innovation: The Increasing of Innovative Performance 59 Ondrej Zizlavsky Chapter 5 Brazilian Entrepreneurship Reality: A Trilogy of Imitation, Invention and Innovation 81 Eric Charles Henri Dorion, Eliana Andrea Severo, Pelayo Munhoz Olea and Cristine Hermann Nodari Chapter 6 New Service Ventures – Struggling for Survival 99 Jörg Freiling Chapter 7 Interfirm Alliances: A Collaborative Entrepreneurship Perspective 115 Mário Franco and Heiko Haase VI Contents Chapter 8 Attractiveness of European Higher Education in Entrepreneurship: A Strategic Marketing Framework 139 Angelo Riviezzo, Alessandro De Nisco and Maria Rosaria Napolitano Chapter 9 From Traditional Service to E-Service Market Change in Poland During Transformation 1989-2010 155 Anna Śliz and Marek S. Szczepański Chapter 10 Creative Business Model Innovation for Globalizing SMEs 169 Tõnis Mets Preface The birth and infancy of entrepreneurship was turned into a specific area of academic study and empirical research quite early. The field greatly evolved, and at the same time, a constant urge to deal with real problems existed, from firm creation to industrial growth, including firm strategy and economic policy. Economic, sociological, and managerial academics began to devise a detailed and interpretative framework for the study of entrepreneurship. Many people came from different fields, and there was a need to overcome the limitation of the standard neoclassical theory of entrepreneurship. New areas of research were embraced, thereby recognizing that powerful mechanisms are at work in entrepreneurship and require systematic analysis. The economics of entrepreneurship Entrepreneurship, in a very broad sense, has always been at the heart of firm and industrial dynamics – extoling its influence on a macro level. Starting with the analysis of the specific properties and effects of entrepreneurship as an economic function, researchers then proceeded to the historical and normative analysis of resource allocation mechanisms in the field of entrepreneurship. More generally, they analyzed the socio-economic institutions that could be relied upon to produce, mediate and favor entrepreneurship. Many authors tried to define Entrepreneurship: “Entrepreneurship is an act of innovation that involves endowing existing resources with new wealth-producing capacity” Drucker (1985) “Entrepreneurship is a process by which individuals pursue and exploit opportunities irrespective to the resources they currently control” Stevenson (1985) “Entrepreneurship is the creation of organizations, the process by which new organizations come into existence“ Gartner (1988) X Preface “Entrepreneurship is a way of thinking, reasoning, and acting that is opportunity drive, holistic in approach, and leadership balanced” Timmons (1997) “Entrepreneurship is about how, by whom, and with what consequences opportunities to bring future goods and services into existence are discovered, created and exploited” Venkataraman (1997) From these definitions, we can see that the academic understanding of entrepreneurship broadened over time. The first dimension of the entrepreneurial space is the continuum between economic approaches oriented towards the origin and context of entrepreneurship, social science approaches and managerial concerns. Among others, influences can also be found in the education context, or, the institutional context. And finally, researchers raised the question of what happens if we do not take those issues into account? What if we take them for granted and simply state that entrepreneurs do things differently, for whatever the reason and have ideas in different ways other than economic factors? The following table summarizes these three divisions of research in entrepreneurship. Approaches Classical economic Education, Managerial and social context development and context institutional context Where Why How Description of the The entrepreneur is an Is one a born The entrepreneur, important element of entrepreneur? Does entrepreneurial object of the study: macro and local one become an process, the development. The entrepreneur through detection impact can depend on a specific education of opportunities, gender, geographical system or a special the development location and social institutional context? of ideas, context. creativity, and innovation. The construction of new business models Sectors of interest: Political level (country, Educational system, Economists region, town level) historical studies, involved in political influence theory of the firm, management science Preface XI The three volumes of entrepreneurship are each dedicated to one of the above divisions. The first volume “Entrepreneurship - Gender, Geographies and Social Context” sheds new light on how the entrepreneur is an important element of macro and local development by taking into account gender, geographical places, and social context. The second volume “Entrepreneurship - Born, Made and Educated” raises the question why some human beings turn into great entrepreneurs. Is it a gift of Mother Nature, or the outcome of a specific education system or from other institutional construction? The last volume “Entrepreneurship - Ideas, Creativity and Innovative Business Models” is more managerial oriented and takes into account the detection of opportunities, the creative processes, and the impact of the entrepreneurial mindset on business models. Entrepreneurship – Creativity and innovative Business Models This book on entrepreneurship is composed of two sections. Section I: Ideas, Creativity, and Entrepreneurship is devoted to the specific processes, actions and visions developed by entrepreneurs. Section II: New Business Models, is composed of articles studying the concrete impact of entrepreneurship and the way a firm can carry out its activities. Thierry Burger-Helmchen BETA-CNRS, EM Strasbourg, University of Strasbourg France References Drucker, P F. 1985. Innovation and Entrepreneurship: Practice and Principles. New York, USA: HarperBusiness.¨ Gartner, W. 1988. “Who is an entrepreneur ? Is the wong question ?”, American Journal of Small Business, 12, pp.11-31. Stevenson, H. 1985. “The Heart of Entrepreneurship.” Harvard Business Review, March- April, pp. 85-94. Timmons, J.A. 1989. The Entrepreneurial Mind. Brick House Pub. Venkataraman, S. 1997. “The Distinctive Domain of Entrepreneurship Research: An Editor's Perspective”. Advances in Entrepreneurship. J. Katz and R. Brockhaus. Greenwich, JAI Press. pp.119-138. Part 1 Ideas, Creativity & Entrepreneurship 1 Entrepreneurial Creativity as Discovery and Exploitation of Business Opportunities Vesa Puhakka University of Oulu, Oulu Business School Department of Management and International Business Finland 1. Introduction Our perception of the creative formation of organizations through entrepreneurship has changed dramatically during the past ten years (e.g., Carlsson and Eliasson 1993: Davidsson 2003). For a long time, entrepreneurship was construed in terms of
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