Marta Bernal Headshot

Research Topic

Attracting and retaining creative employees in the publishing industry: the links between entrepreneurship orientation and individual creativity.

Research Summary

Publishers' main economic asset is individual creativity; they balance artistic and commercial aspirations to deliver original and unique products to their clients. The Internet and the release of electronic devices represent a challenge concerning the digitalisation of these products and their consumption online, and the dynamism of this industry depends on how they respond to these new technologies. This study aims to contribute to a better understanding of how publishers' entrepreneurship orientation models Human Resource Management practices and thus, individual creativity. The social dimensions of the creative process, the selection of team members and reward systems effects will be explored and linked to employee characteristics that could predict their innovative potential.

Research Area

Research Taxonomy