Strategy in the Creative and Cultural Industries

The creative industries, the arts, the cultural sector - all describe a section of the economy which has grown enormously in both size and importance. This important sector has features which set it apart from the rest of the economy - with different working practices, motivations, notions of value and standards. Like every other sector though, there is a pressing need for sustainable profitability which requires the maintenance of competitive advantage.

Employing examples from a host of creative industries such as art, fashion, media and music, this text guides readers through the creative world and introduces the strategic management theories required to excel. It includes useful considerations of the field, such as:



Methods by which to analyze the competitive environment
Routes to recognizing and developing sources of advantage
Processes for designing and selecting particular courses of action
Reflections and lessons on the challenge of getting strategies to work

Strategy in the Creative and Cultural Industries provides a concise guide to the management skills required by students and graduates looking to go on to be employed in these ultra-competitive fields and as such, will be essential reading.