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in private people who are oriented to pursue opportunity and are satisfying unmeet social
needs. If this same process is applied to the business sector, we should refer to it
as corporate social entrepreneurship. Social Entrepreneurship is not another form of
corporate social responsibility but rather is a process for invigorating and advancing the
development of corporate social responsibility (CSR) (Michelini 2012). J. Schmitt (2013)
claims that current CSR approaches do not consider creating value in a way that also
contributes to promoting society.On the other hand an enterprise is a complex system
satisfying not only the needs of consumers but also the expectations of all stakeholders and
society.
No entrepreneur or company, no matter how successful and big, can continue to hold
leadership position, unless it acknowledges that modern business operates in a rapidly
changing market, which creates new problems, risk and opportunities. According to H. Beth,
A. Amabile (2010) creativity refers to the generation of novel ideas, useful concepts, or
solutions to problems (Beth, Amabile 2010). I. Yurdakul (2012) defined creativity as a
thinking process for finding new ideas and forming new synthesis from existing ideas: it
combines with conscious and unconscious insight.
The very corner stones of survival and growth then are innovation – a successful
exploitation of new ideas and combination of ideas and knowledge into new value and
entrepreneurship - willingness and ability to create and build something from practically
nothing - initiating, doing, achieving, risk-taking, and building an enterprise with drive,
imagination, enthusiasm, ambition, energy, vitality, boldness, and courage. No doubts that
both innovation and entrepreneurship demand creativity (Beth, Amabile 2010). Creativity is
considered to be the first stage of innovation in business world, and it contributes to all the
other aspects of the work. Although the study of creativity has made a great progress,
psychologists agree that creativity is still ambiguous and complex concept (Yurdakul 2012).
On one hand the perception of creativity depends on the culture and the individual, on the
other hand, there no disagreements that all industries came into existence because of the
pursuit of creative ideas so creativity has been considered just a critical in its own right.
From the economic perspective, value added is recognized as important criteria for
creativity (Runco, Jaeger 2012). P. Fisk (2011) notes that creativity is considered to be a key
driver of competitiveness both within and outside organizations and the need for creativity
in organizations is increasingly seen to fulfill more than the basic business needs on an
organization. It is the root of innovation. One should celebrate creativity because they are
the source of design as they can liven up the most ordinary design when combined with
instinct and ambition. One should look for a gap: unfulfilled customer needs cannot be
found by traditional research, bright light can be found by the ones who are creative (Fisk,
2011).
According to the research of 1,500 chief executives conducted by IBM's Institute for
Business Value (IBM), CEOs identify "creativity" as the most important leadership
competency for the successful enterprise of the future (Skibola 2010). Furthermore, N.
Skibola indicates that creativity in the workforce comes back to corporate social
responsibility. While corporate responsibility is often understood as company’s ability to
manage the business processes to produce an overall positive impact on outside society, it
also touches upon how employees of the organization are actually treated and valued. How
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