Creative ability in business.

The purpose of this research is to better understand how marketers and consumers
solve problems. This research first reviews the problem-solving literature, discusses
several areas of confusion related to problem-solving, and offers solutions. After
resolving the confusion, this research then develops a theoretical model of problemsolving.
Four hypotheses are derived from the model, and then empirically tested.
The model states that the distinct cognitive domain of problem-solving begins
with problem recognition. Given a problem, associative memory and associative
activation provide a solution (H #1). This solution is either satisfactory or unsatisfactory.
If satisfactory, the individual engages in the satisficing process and accepts the solution
(H#2). If unsatisfactory, the individual engages in the decision-making process and
searches for information related to an alternative solution (H #3). Thus, the difference between satisficing and decision-making is the search for information (H #4). Problemsolving
ends when an intended solution is chosen.
A pretest and two studies are conducted to test the four hypotheses. The Pretest
demonstrated situations that elicited problem recognition. Study 1 tested hypothesis #1
and found that at least 75 percent of the time associative memory and associative
activation provided a solution. Study 2 tested hypotheses #2, #3, and #4. Hypotheses #2
and #3 were tested using a two-way ANOVA, Chi-Square, and Point Biserial Correlation
and hypothesis #4 was tested using an independent sample t-test and Point Biserial
Correlation. Results of all empirical tests confirm each of the hypotheses, which in turn
support the theoretical model.

Professional service entrepreneurs (PSEs) paradoxically practice their profession in
highly institutionalized contexts which require significant socialization, while at the same
time enacting their role as an entrepreneur. Some activities consistent with
entrepreneurship may be unnecessary for—and possibly even contradictory with—
activities consistent with professional roles. In this dissertation, I addressed the questions
of how two highly central role identities (professional and entrepreneurial) related to
entrepreneurial orientation (EO) in professional service practices, and how EO influences
performance in the context of professional practices. Using a sample of 139 physicians,
I examined the relationships between the role identity centrality of two primary roles
(professional and entrepreneurial) that PSEs occupy, the EO of their firms, and firm
performance. This study utilized a mixed methods design, consisting of both a
questionnaire and semi-structured interviews administered to a sample of professionals who own professional practice firms in the southeastern region of Florida. Findings
suggest a significant and positive relationship between entrepreneurial role identity
centrality and entrepreneurial orientation and a marginally significant and negative
moderation of entrepreneurial role identity centrality upon the relationship between
professional role identity centrality and EO. A qualitative study served to elaborate on
the findings of the quantitative study, and revealed the potential of very unique
understandings of the intersection of entrepreneurship and professional practice across a
selection of physicians.