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The concept of creativity in entrepreneurship is often widely discussed as many scholars have found that Creativity and entrepreneurship are linked [40] [48]. Creativity is found to be critical throughout the journey of entrepreneurship [31]. Thus creativity cannot be considered as a onetime process linked with developing a novel business idea or establishing an ingenious business firm. It is a process that is required throughout the existence of an enterprise. This paper concentrates on how an entrepreneur can become more creative, instead of creativity of the entrepreneur, a distinction which is important. Considering the creative behavior at the entrepreneurial level, the author develops a hypothetical model to illustrate how can an entrepreneur nurture and retain creativity throughout his entrepreneurial career.

NURTURING AND RETAINING CREATIVE BEHAVIOR AT THE ENTREPRENEURIAL LEVEL