Business Paradigms in Einstellung: Harnessing Creative Mindsets, A Creative Industries

Abstract

Entrepreneurship Education research predominantly explores curriculum development within business school environments or considers elective modules within other environments. This offers minimal guidance to educators in the creative industries, who seek to redress the lack of business skills in their courses. It is becoming recognised that traditional approaches for the development of entrepreneurial skills are not necessarily the most effective in this community of practice. Educators in the creative industries have commonly been mentored and assisted by colleagues from the business sector. As yet, however, no texts have been found that discuss the alternative, where “creatives” mentor the business educator. This is the model at Swansea Institute's Faculty of Art and Design, where modified teaching strategies incorporate "entrepreneurial alumni. The paper proposes that these pedagogies could enhance entrepreneurship development both within and beyond the creative industries. It highlights the challenges of capability issues and suggests that entrepreneurial education demands “entrepreneurial” educators.