In search of new organizational values: the irruption of beauty in an entrepreneurial creation

The general aim of this paper is to shift the interest in two particular stakeholders, the entrepreneur and the company itself, from a vision based on a company perceived as a stock package towards an aesthetic perception of its creation. It intends to link creative entrepreneurship and creativity in the arts. Emanating from the phenomenological thought of Maurice Merleau‐Ponty on artistic vision, this research intends to read the motivations of a creator by a calling, that amounts to a counter‐gift to the beauty of the world. This motivation to create can be articulated in two non‐financial impulses: to dis‐cover and to correct. A sketch portrait of a French entrepreneur is depicted to illustrate the urge to create a small business. A stakeholder understanding is suggested, taking into account schutzian multiple orders of reality.