Foreword viii

Acknowledgements xi

Introduction: Creativity and the Creative Industries xiii

1 Defining Creativity 1

A Tale of Two Corridors 1

What Is Creativity? 2

What Creativity Is Not 7

Case Study: A Vision in a Dream? 10

Mapping the Great Divide: From Education to the Workplace 12

The Mythology of Genius 14

Case Study: The Genius and the Water-carrier 18

False Profits: The Creative Industries 19

2 From Individuals to Processes: Creative Teams and Innovation 23

From Individuals to Teams 23

Innovation and Teams 24

Beyond Specialization: Creative Work in the Creative Industries 26

Playing Many Parts: Creative Roles in the Creative Industries 28

Case Study: Repositioning Creativity in Advertising 30

Growing the Creative Team: Familiarization or Specialization? 33

Managing the Creative Team 34

Creative Tension and the Need for Trust 39

Creative Teams Need Uncreative People 42

3 Creative Systems: Implications for Management and Policy in the Creative Industries 45

The Cultural Geography of the Creative Industries 46

The Strength of Weak Ties 47

Case Study: Theatre as a Creative System 50

Implications for Management 52

Managing Creative Systems by 'Brokering' Knowledge 56

Implications for Policy 59

Systems and Sustainability 62

4 Managing Creative Work through Release and Control: The Myth of the Self-motivated Creative Worker 66

The World Turned Upside Down 66

Case Study: Changing Management Styles at the BBC 67

Whistle While You Work: Changing Theories of Employee Motivation 70

Out of Control: The Myth of the Self-motivated Creative Worker 72

The Isolation of Creative Work 74

Bounded Creativity: Creativity through Control and Constraint 76

Case Study: Musician for Hire - Boundaries for Musical Composition 78

False Freedom: The New Management Style in Practice 80

Case Study: Management in the Movies - Wise Children and Men in Suits 81

Beginnings and Endings 85

The Rules of the Game 87

5 Seeing the Pattern: Strategy, Leadership and Adhocracy 91

The Strategy Wars: Orientation versus Animation 91

Strategy and Creativity 92

Strategy in an Open System 96

Case Study: Emergent Patterns in Film Marketing 97

Strategy as Continuity in Change 102

Case Study: Are You Paying Attention? Jazz, Improvisation and Creative Listening in Strategy Formation 106

Strategy and Posthocracy: Being Decisive 108

Strategy as Process 111

6 Business Development and Organizational Change 116

What Is Organizational Change? 116

The Change Cycle 118

Incremental Change 121

Case Study: Creativity and Change at Marks and Spencer 122

The Aesthetics of Organizational Change: Organizational Integrity 126

Aligning Individual and Collective Change 129

Evolutionary Change 132

Creativity and Change 135

7 From Creative Marketing to Creative Consumption 138

Symbolic Goods 138

Postmodern Marketing 139

Case Study: Arts Marketing - From Products to Experiences 142

From Segments to Sub-cultures: Bringing the Audience Back in 145

The New Value Chain 147

Case Study: In Search of Oldton 149

Towards the Social Product 151

Letting Go 153

The Aesthetics of Marketing 155

8 The Politics of Creativity 159

Promoting the Creative Economy 159

Case Study: Creative New Zealand - The Branding of Creativity 163

From 'Cultural' to 'Creative' Industries 164

Creative Industries and Cultural Policy: Assumptions and Models 166

The Politics of Management 171

Creativity Is Difficult 172

Bibliography 176

Index 186