Creativity in the opportunity identification process and the moderating effect of diversity of information

We employ two study designs for a more detailed examination of creativity in the opportunity identification process. We employ a correlational field study to test the hypothesis that divergent thinking affects venture growth through business idea generation. We use an experimental design to test the hypothesis that diversity of information moderates the effect of divergent thinking on business idea generation. Analyses based on 98 business owners across both study designs supported our hypotheses. Combining the findings from both designs points to boundary conditions of theories suggesting constraining information; this may weaken the indirect effect of divergent thinking on venture growth.

► We examine business idea generation as an intervening variable between divergent thinking and venture growth in a correlational field study design. ► We test the interaction between divergent thinking and diverse information on business idea generation in an experimental design. ► Findings suggest that divergent thinking has indirect effect on venture growth through generation of original business ideas. ► Constraining information weakens the relationship between divergent thinking and business idea generation. ► Combining the findings from both study designs points to boundary conditions of theories suggesting constraining information.