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Creative workers often experience identity tensions. On the one hand, ‘creatives’ desire to see themselves as distinctive in their artistry, passion, and self-expression, nurturing an identity that energizes their innovative efforts. Yet daily pressures to meet budgets, deadlines and market demands encourage a more business-like identity that supports firm performance. Through a comparative case study of New Product Design (NPD) consultancies, we explicate the potential management of such identity tensions. Case evidence illustrates overarching, paradoxical approaches to identity regulation as the firms emphasized both differentiation and integration strategies. Differentiation practices promoted disparate identities by segregating related roles in time and space, while integration efforts encouraged a more synergistic meta-identity as ‘practical artists’. Leveraging paradox literature, we discuss how these strategies may accommodate creative workers’ needs to cope with multiple identities, as well as their aversion to sanctioned subjectivities.

We examine entrepreneurs' economic, social, and environmental goals for value creation for their new ventures. Drawing on ethics of care and theories of societal post-materialism, we develop a set of hypotheses predicting patterns of value creation across gender and countries. Using a sample of 15,141 entrepreneurs in 48 countries from the Global Entrepreneurship Monitor, we find that gender and cultural values of post-materialism significantly impact the kinds of value creation emphasized by entrepreneurs. Specifically, women entrepreneurs are more likely than men to emphasize social value goals over economic value creation goals. Individuals who start ventures in strong post-materialist societies are more likely to have social and environmental value creation goals and less likely to have economic value creation goals. Furthermore, as levels of post-materialism rise among societies, the relationship between value creation goals and gender changes, intensifying both the negative effect of being female on economic

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