Chapter 12: Neuroentrepreneurship: Pierce the Veil of Creativity in Workplaces

Entrepreneurship is not limited to managing and creating a business; other diverse domains have been explored by various scholars. The concept has been defined and explored in various aspects including cultural entrepreneurship (Gupta & Anandaram, 2022) ethnic, feminist, institutional, and various others. To obtain further insights into entrepreneurship, Krueger and Welpe (2014) sought to collaborate on the cognitive and emotional aspects and termed it neuro-entrepreneurship. Literature trends on neuro-entrepreneurship are generally confined to opportunity recognition, risk-taking measures, and decision patterns. It is too early to reach any conclusion as no empirical research has been undertaken on the topic yet. Neuroscience techniques such as fMRI and Magneto-encephalography (MEG) are trying to reveal the hidden phenomenon behind the decision-making process in entrepreneurs. The COVID-19 pandemic forced entrepreneurs to face a new reality: That is not only the crisis in physical resources but also caused a disrupted mental state. Entrepreneurs are seeking new ways to get back on track and potentially neuroscience will assist them. This chapter discusses the background literature on neuro-entrepreneurship and an overview of the rationales of neuro-entrepreneurship in organisational settings. It explains the cognitive and emotional dimensions of the brain controlling decision-making in entrepreneurs. This chapter establishes a connection between decision-making and creativity at the workplace with the help of neuroscience techniques of entrepreneurs and future directions towards achieving a creative entrepreneurial system by amalgamating neuroscience techniques and decision-making for improving entrepreneurial activities.