Entrepreneur's priority traits on creative and innovative behavior in technology era - case of innovative new start-up businesses

Creativity and innovation activities become an important way of entering new business mode. And it becomes a tool in the process of introducing innovative design to production and commercial phases. This paper presents a theoretical exploration on corporate entrepreneurship and demonstrates different aspects of entrepreneurship based on creative and innovative behavior framework and their relative importance in technology era. A hierarchical model is developed with multiple criteria to evaluate the alternative concepts in approaching creativity and innovation process on the corporate level. The presented model appears to be comprehensive, flexible and easy to implement in managerial practice. The illustrative example shows that in the cases of mature companies, the self-cultivation becomes a focus effort of the innovation and creativity process.