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Creative Use: An exploratory investigation of end-user creativity by Gregory Baker, University of Canterbury 18 July, 2012 Abstract: End-user creativity is an understudied area in the Information Systems (IS) discipline. In IS, creativity research has focused largely on creative performance among system designers and by the users of idea-generation tools. There has been little attention to creativity exercised by end users in finding new and useful ways to apply the features of a system after it is deployed. The repurposing of IT systems in this way can have implications for everything from value creation to risk management. My work focuses on this phenomenon, which I define as "Creative Use", after a construct proposed by Mills and Chin (2007). I seek to understand the nature of creative use, the factors which trigger and influence it, and the outcomes associated with it. I am studying the concept in field settings using an embedded multiple-case strategy.