Digital Creativity Model and Its Relationship with Corporate Performance: Emphasis on Agent-Based Modeling Approach

77 Pages·2016·3.35 MB·English

by  Kun Chang Lee (auth.)

SPRINGER BRIEFS IN BUSINESS
Kun Chang Lee
Digital Creativity
Model and Its
Relationship with
Corporate Performance
Emphasis on Agent-Based
Modeling Approach
SpringerBriefs in Business
More information about this series at h ttp://www.springer.com/series/8860

Kun Chang Lee
Digital Creativity Model
and Its Relationship with
Corporate Performance
Emphasis on Agent-Based
Modeling Approach
Kun Chang Lee
SKK Business School and Creativity Science Research Institute
SAIHST (Samsung Advanced Institute
for Health Sciences and Technology)
Sungkyunkwan University
Seoul , Republic of Korea
ISSN 2191-5482 ISSN 2191-5490 (electronic)
SpringerBriefs in Business
ISBN 978-3-319-39989-8 ISBN 978-3-319-39991-1 (eBook)
DOI 10.1007/978-3-319-39991-1
Library of Congress Control Number: 2016943133
© The Author(s) 2016
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Contents
1 Prologue ..................................................................................................... 1
1.1 Introduction ........................................................................................ 2
1.2 Why Is ABM Necessary for Computing Digital Creativity? ............. 4
1.3 Digital Creativity and Its Relationship with Corporate Performance 6
2 Computational Aspects of ABM .............................................................. 9
2.1 Background ........................................................................................ 10
2.2 Multiagents and MCNSS ................................................................... 12
2.3 Role of Knowledge Base in MCNSS ................................................. 13
2.4 Designing MCNSS with NetLogo ..................................................... 14
2.4.1 Basics ..................................................................................... 14
2.4.2 S-Agent .................................................................................. 15
2.4.3 B-Agent .................................................................................. 16
2.4.4 Negotiation Mechanism ......................................................... 17
2.5 Source Code Analysis of MCNSS ..................................................... 18
2.6 Experimenting MCNSS Using a Sample Problem ............................ 20
2.6.1 Sample Problem Description ................................................. 20
2.6.2 Simulation .............................................................................. 26
3 Conceptual Backgrounds ......................................................................... 33
3.1 Diversity ............................................................................................. 34
3.2 Task Variety and Task Analyzability.................................................. 35
3.3 Exploration and Exploitation ............................................................. 36
3.4 Organizational Culture ....................................................................... 37
3.5 Team Creativity .................................................................................. 38
3.6 Social Network Structure ................................................................... 39
4 DCSE (Digital Creativity Simulation Engine) ........................................ 41
4.1 Design Logics .................................................................................... 41
4.2 Setup Parameters ................................................................................ 51
4.3 Output Analysis and Implications ...................................................... 54
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vi Contents
5 Future into the Digital Creativity ............................................................ 59
Acknowledgment ............................................................................................. 63
References ........................................................................................................ 65
Index ................................................................................................................. 69
List of Figures
Fig. 2.1 Initial screen of MCNSS .................................................................. 20
Fig. 2.2 MCNSS screen after setup ............................................................... 22
Fig. 2.3 Components of user interface in MCNSS ........................................ 27
Fig. 2.4 MCNSS screen after 40 iterations .................................................... 29
Fig. 2.5 Average utility and average profi t .................................................... 29
Fig. 4.1 Setup parameters .............................................................................. 52
Fig. 4.2 DCSE simulation screen .................................................................. 53
Fig. 4.3 DCSE screen after 120 runs ............................................................. 54
Fig. 4.4 Emergence results of the DCSE ....................................................... 55
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List of Tables
Table 2.1 Knowledge base function of MCNSS ......................................... 16
Table 2.2 B-agent’s utility calculation ......................................................... 17
Table 2.3 MCNSS negotiation process ........................................................ 18
Table 2.4 Globals ......................................................................................... 19
Table 2.5 Customer-own ............................................................................. 19
Table 2.6 To setup-shop ............................................................................... 21
Table 2.7 To setup-customer ....................................................................... 23
Table 2.8 To give-offer-to-MCNSS-customer ............................................. 24
Table 2.9 To shop-decision-for-MCNSS-customer-offer ............................ 24
Table 2.10 To calculate-utility ....................................................................... 25
Table 2.11 Buyer’s utility .............................................................................. 27
Table 2.12 Average utility for the three mobile groups ................................. 30
Table 2.13 Average profi t for the three mobile groups .................................. 31
Table 4.1 Task complexity ........................................................................... 46
Table 4.2 Individual creativity ..................................................................... 47
Table 4.3 Team creativity ............................................................................ 49
Table 4.4 Organizational creativity and organizational performance .......... 51
Table 4.5 Results of organizational creativity
and organizational performance .................................................. 56
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