Towards the Creative-Oriented University

Entrepreneurial universities are the center of progressive organizations that have reconsidered themselves in order to adapt to complex environmental conditions. Thus, the purpose of this study is to investigate the towards the creative-oriented university. In this research, which has used descriptive methods, in order to understand the concepts of towards the creative-oriented university, the background of the subject has been studied in the form of library and documentary studies. Thus,conclusion show that the effect of entrepreneurial universities on a regional scale extends far beyond commercial outputs while a simple cost-benefit analysis can provide indirect and tangible results in terms of human capital attraction, entrepreneurial capital formation, informal networks, new ideas, and so on. CONTACT Dr. Elahe Hosseini elahe.hosseini@stu.yazd.ac.ir Faculty of Economics, Management &Accounting, Yazd University, University Blvd, Safayieh, Yazd 8915818411, Iran. © 2021 The Author(s). Published by Enviro Research Publishers. This is an Open Access article licensed under a Creative Commons license: Attribution 4.0 International (CC-BY). Doi: http://dx.doi.org/10.12944/JBSFM.02.01.03 Journal of Business Strategy, Finance and Management Journal Website: jbsfm.org Vol. 02, No. (1 & 2) 2021, Pg. 07-14 Article History Received: 11 February 2021 Accepted: 14 April 2021


Introduction
Entrepreneurship is a combination of social, political, economic and cultural elements in a region that supports the development and growth of investments based on creativity and innovation (Tajpour, Moradi, & Jalali, 2018;. Entrepreneurship is also a phenomenon that occurs in different environments and settings. In addition, it leads to economic growth through innovations that people have created in response to economic opportunities (Chitsaz, Tajpour In today's world, creativity and innovation are the engine of long-term competitiveness, which is an essential element in increasing and expanding production efficiency (2020). In addition, nowadays, creativity and innovation are considered to be the improving factor in the knowledge-based economy in such a way that the traditional thinking of the innovation process is changing and evolving (Philpott, Dooley, O'Reilly, & Lupton, 2011). In terms of innovation, there is a relationship between university, industry and government that among these three factors, universities are more 8 TAJPOUR & HOSSEINI, Journal of Business Strategy, Finance and Management, Vol. 02(1&2) 01- 14 (2021) important than the other two sectors due to providing new services (Tajpour,Hajian & Nabaei,2017). Hence, the role of entrepreneurship is to stabilize economic growth by destroying sustainable and oldfashioned ways of doing business (Hosseini, Tajpour, & Lashkarbooluki, 2020). Also due to various events that have taken place at the social, cultural and business levels in different countries, special attention is paid to entrepreneurship and entrepreneurs, and strengthening entrepreneurship in current organizations and creating a suitable platform for its development are two tools for economic development of countries, especially developing countries . Therefore, entrepreneurship includes all activities and actions related to understanding and exploiting opportunities . Therefore, entrepreneurial opportunities can be defined as a way to meet market needs through the creative combination of resources, which creates exceptional value . Entrepreneurship development in organizations can also pave the way for their success and prepare organizations for strategic changes . Entrepreneurs are potentially available in any organization and efforts should be made to increase their capabilities, and most importantly, conditions should be provided for entrepreneurs in order to express themselves and realize their capabilities (Sabokro, Tajpour, & Hosseini, 2018;. Transparency and interaction between industry and university also show more excellentvalue for knowledge transfer between universities. In this way, challenges at the institutional level (promoting career advancement through new investments), organizational (stimulating economic growth through knowledge transfer) and individual (focusing on research and education are also discussed while engaging in entrepreneurial activities (Ziyae, Rezvani, Mobarki, & Tajpour, 2019a). Therefore, cooperation between the three sectors of industry, government and university is necessary to promote the national system of creativity and innovation (Philpott et al., 2011). Therefore, if universities do not act like the entrepreneurial university and avoid involving in creating innovation, they will disrupt national and regional development and international competition ( (Kanter, 1988).
Thus, the transformation from a traditionally-based research university to an entrepreneurial university is a common phenomenon, and the number of such transformations is increasing due to declining funding from government sources and the emergence of competitive markets in education . It is evidentthat universities and higher education systems, in order to be more in line with the process of local, regional and international economic development move towards changing their traditional role which is only the production of knowledge, towards the entrepreneurial university which in addition to producing knowledge and creating ideas, they put them in practice ).
In addition, one of the most important methods in the development of entrepreneurial universities is the use of virtual social media for teaching and learning ( (2021) existence of these regulations makes it possible to strengthen or limit entrepreneurship in the university (Fini, Grimaldi, & Meoli, 2020).
Entrepreneurial cultures are also the critical factors in empowering academia and allow them to be creative and use their abilities (Saeeda Ardakani et al., 2020). When the concentration of power and responsibility is reduced, employees can make better decisions about the company's interests and they are also accountable for the outcome of their activities (Ireland, Kuratko, & Morris, 2006). Managerial support shows the desire of managers to facilitate and promote entrepreneurial activities in the university (Salamzade et al., 2021). This support can come in many forms including: supporting innovative ideas, providing the necessary resources or expertise, and institutionalizing entrepreneurial activities in the organization's systems and processes (Hornsby, Kuratko, & Zahra, 2002). University management must also recognize the diverse requirements of individuals about the implementation of high and low initiatives and empowerment in a particular subject. Proper understanding and implementation through advanced quality assurance processes should also be taken into account ( Resource-based theory claims that businesses can generate sustainable competitive advantage from their valuable, rare, unchangeable and irreplaceable resources (Li, 2015). Thus, it can be stated that paying attention to human resources, trying to attract financial resources, creating a decentralized structure and reducing bureaucracy are among the efforts that can lead the university towards entrepreneurship (Tajpour & Hosseini, 2014).
In addition, universities are institutions that bring new entrepreneurial ideas and technologies to the forefront through the establishment of academic reproductive companies, which have been introduced as an critical element in the entrepreneurial ecosystem (Schillo, 2018). Indeed, the academic sector's propensity for entrepreneurship is influenced by the practical expectations of the emergence of fundamental innovations in knowledge (Ziyae & Tajpour, 2016). As a result, public and private universities encourage the entrepreneurial process by creating advanced environments based on commercial incubators and technology parks (Dalmarco, Hulsink, & Blois, 2018).

Methodology
The purpose of the present study is applied and the data collection method is qualitative. The research method is analytical and descriptive. The target population in this research is higher education institutions. In this study, in order to understand the concepts of the creative university, a library and documentary study was conducted. In other words, by referring to the research done and using library resources, the theoretical background of the entrepreneurial and creative university has been studied. While examining the relationship between government, university and industry, in order to explain the importance and impact of the university on the economy and also to explain the structures needed to achieve the standards of entrepreneurial and creative university, the existing records are checked out by searching the latest articles and related documents in the field of research. According to the main purpose of the research, it is necessary to move towards an entrepreneurial and creative university as a strategy for community development.

Conclusion
The entrepreneurial university represents universities that provide opportunities, practices, cultures and environments to encourage and accept the entrepreneurship of students and graduates. Therefore, this university plays a role in the development and transformation of higher education institutions, in which the components of entrepreneurship, mission, goals, and strategy to become an entrepreneurial university are discussed. So, entrepreneurship education in the university focuses primarily on the needs of the entrepreneur, while entrepreneurship education in the organization addresses a wide range of requirements of stakeholders, including: consumers and society. However, the key difference between the two terms is that the main focus of entrepreneurship education is on starting, growing and managing a business whereas the main focus of organizational training is on the acquisition and development of individual TAJPOUR & HOSSEINI, Journal of Business Strategy, Finance and Management, Vol. 02(1&2) 01-14 (2021) skills, abilities and characteristics that can be used in different fields and throughout life. Therefore it can be concluded that the towards the creativeoriented universityimpacts on the improvement of the economic and social situation of the community by changing the mentality and perception of people about innovation and creativity so as to build the process of business creation. Antowards a creativeoriented university is also a place where new jobs are created and this center supports entrepreneurs. This helping hand includes educational, financial and marketing support. Thus, these universities response to the growing importance of knowledge in the national system and areas of innovation and new perception of the university.

Funding
The author(s) received no financial support for the research, authorship, and/or publication of this article.