168 pages | 9 B/W Illus.
Though their primary concern, organizations in the creative industries don’t only succeed or fail based on the exercise of their creative resources. Their fortunes also depend on their understanding and approach to the problem of competition.
In Strategic Analysis: A creative and cultural industries perspective, Jonathan Gander offers a much needed introduction to how the practice of strategic thinking and analysis can be applied to this diverse and dynamic field. The book employs a range of competitive scenarios and case studies in which to practically apply a recommended set of analytical frameworks and examine the strategic challenge facing the enterprise and the wider sector.
This concise and practical text focuses on providing a clear series of steps through which to identify and tackle strategic issues facing an enterprise, making it perfect reading for students and practitioners in the creative sector who seek a strategic understanding of the competition they are involved in.
‘Antagonism about strategizing and strategies has prevented many creative and cultural industries from reaching their full potential and reinventing themselves in the face of external pressures. This is why Jonathan’s book is strongly recommended reading.’ - Dr. Pekka Mattila, Professor of Practice, Aalto University School of Business, Finland
‘Dr. Gander, through his command of the literature, eloquently sketches us a text, providing a strategic approach to decision-making within the creative and cultural industries. With a balanced use of theory and practical application, Strategic Analysis: A Creative and Cultural Industries Perspective provides educators and academics with real world context for the implementation of strategy and its effective execution within the industry’. - David Schreiber, PhD, Chair and Assistant Professor of Entertainment Industry Studies, Belmont University, USA
‘This book is a very necessary exploration of the increasingly important creative economy. It offers a fascinating and persuasive argument for the practice of strategizing to those who wish to develop compelling and competitive value propositions.’ - Matteo Montecchi, Senior Lecturer, The University of the Arts, London College of Fashion, UK
'It is a commonplace misconception that "nobody knows anything" about the operation of the cultural and creative industries. In this book Gander challenges this viewpoint by developing a strategic perspective that offers a clear insight into the varieties of competition, markets and values that make up the cultural and creative industries. The book will be an important aid to anybody seeking to make (business) sense of the cultural and creative industries.' - Andy C Pratt, Professor of Cultural Economy and Director of the Centre for Culture & the Creative Industries, Department of Sociology, City, University of London, UK
1. Competing in the Creative and Cultural Industries: the strategic way
2. Diagnosing the Problem and Formulating a Response
3. Strategizing for Experience Providers
4. Strategizing for Bespoke Singularities/One-offs
5. Strategizing for the Makers of Reproducible Products
6. Crafting a Strategy
Creative and cultural industries account for a significant share of the global economy and working in these sectors is proving increasingly popular for graduates across a wide array of educational institutions. Business and Management skills are a vital part of the future of these sectors, and there are a growing number of degree schemes reflecting this.
This series provides a range of relatively short textbooks covering all the key business and management themes of interest within the creative and cultural industries. With consistent production quality, pedagogical features and writing style, each book provides essential reading for a core unit of any arts / cultural management or creative industries degree and the series as a whole provides a comprehensive resource for those studying in this field.