Zeszyt naukowy - całość - Wydział ZarzÄ dzania i Ekonomiki Usług

102
Amanda Mieze
fashion 1 . Creative industries can be defined as the cycles of creation, production
and distribution of goods and services that use creativity and intellectual capital as
primary inputs. They comprise a set of knowledge-based activities that produce
tangible goods and intangible intellectual or artistic services with creative content,
economic value and market objectives. Creative industries constitute a vast and
heterogeneous field dealing with the interplay of various creative activities; this
sector has a flexible and modular market structure that ranges from independent
artists and small-business enterprises at one extreme to some of the world’s largest
conglomerates at the other. All 13 creative industries are often perceived to have as
many differences as similarities and the ways of further creation vary according to
the sector, however, they have the following characteristics:
1. The capacity to generate new ideas through technical or marketing requirements
which are prescriptive (design, advertising, TV production,
computer animation); or through individual creation (literary, music authors,
visual artists, composers, film directors, screenwriters, games developers,
fashion designers). New ideas can be generated “in-house” (design
in car manufacturing, fashion design, a play in a theatre) or outsourced (exclusively
contracted with a company like artists in music, independent designers
and visual artists).
2. Identifying and managing talent – ability to retain talents and to network
with the talent community whether creators, independent producers or
managers. The creative industries are people-based businesses; creation is
less managed, rather supported, encouraged and promoted.
3. Financial expertise in understanding the investment value of creative ideas
– the ability to provide budgeting and forecasting that relates the amount
invested in creative projects to its market potential (both for production and
distribution). It involves the willingness to take and accept risks as creative
ideas can never guarantee success. The ratio between success and failure is
rather high in the creative sector, which implies the need for a long term vision
and the tolerance of failure in creative output 2 .
4. Decentralized production coexisting with centralized administrative and often
distribution functions 3 .
The notion and creation of expressive values in economics is mapped in a
series of concentric circles radiating out of the core expressive value creation and
shown in Figure 1.
1
http://www.culture.gov.uk/what_we_do/creative_industries/default.aspx, 15.01.2010.
2
F. Kolbērs, Ž. Nantels, S. Bilodū, D. Ričs, Kultūras un mākslas mārketings, RD Rīgas
Kongresu nams, Rīga, 2007.
3
The Impact of Culture on Creativity, A Study prepared for the European Commission,
2009, http://ec.europa.eu/culture/key-documents/doc/study_impact_cult_creativity_06_09.pdf.