Leadership toward creativity in virtual work in a start-up context

Abstract

Purpose– This paper aims to better understand how to lead toward creativity in virtual work in a start-up context.Design/methodology/approach– The study investigates the participants’ experiences about the learning challenges in leadership toward creativity in virtual work in a start-up company and the meanings attributed to their experiences, and the measures they see to meet those challenges. The data have been gathered on a Finnish partnership start-up company through interviews capturing peoples’ personal perspectives and experiences. This study uses a qualitative research study approach to better understand leadership toward creativity in virtual work in a start-up.Findings– The results underline the importance of co-creative and assertive coaching leadership in a start-up to foster creativity and create new shared value. Key persons’ multiliteracy skills and lobbying are means to manage social and physical distances in virtual work.Practical implications– The study suggests collaborative coaching leadership and assertiveness for start-ups to minimize mistakes in virtual work. Practitioners must unlearn old courses of action to learn to operate in a start-up environment and utilize information and communication technology in a smart way.Originality/value– The paper gives empirical evidence in a start-up context about combining leadership and creativity within the virtual work research.