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Term Definition
Memeoriginally defined by Richard Dawkins, is "a unit of cultural transmission, or a unit of imitation " (Dawkins, 1976). He is preliminarily interested in cultural expressions rather than abstract concepts, but the field of memetics has been expanded to include ideas and other meta-physical concepts.
 
mindsetFollowing Faltin (2007), an entrepreneur needs to have a “creative mindset” in contrast to a businessman who needs to deal with creating order, through controlling administrating practices. While the three terms – identity, persona, and mindset – are very closely related, it is useful to have them differentiated: identity is what one construct oneself to be, persona is what one aspires to be, and the mindset is the concrete conceptualized (thematic) model, a representation of a part of the persona.

 


 


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