Ep. 7 - Marketing

Ep. 12 - Objectives of a Creative Entrepreneurs

Ep. 11 - The Creative Professional Javier J. Hernández Acosta

In this last episode, the author discusses 5 new ideas to support the creative economy, mainly directed to training programs and public policy makers.

This episode discusses the last three chapters of the book. The culture of innovation is presented as one of the key aspects in cultural and creative management. The different types of innovation that enterprises can generate are discussed. Likewise, some tools that ventures must establish to promote innovation in products, processes, organizational and marketing are discussed. Creative ecosystem is also presented as a field of action of cultural and creative enterprises to promote sector sustainability. Finally, the concept of cultural citizenship is presented as a field of action of the social impact that cultural and creative enterprises must address. Concepts such as creative, ethical, social and local development impact are discussed. These elements are considered as key objectives for sustainability in the cultural and creative sector and in society.

This episode discusses some key concepts needed to understand the financial condition of an enterprise. The episode emphasizes on budget development, determining start-up investment need and financing alternatives.

This episode explores the discipline of marketing as the main resource to reach customers. The importance of market research and consumer behavior is analyzed to develop an effective strategy. Accordingly, the elements of a tactical plan are discussed, with direct actions that implements the strategy. The episode incorporates the importance of internationalization as a growth strategy.1

This episode presents organizational design as a determining factor to implement the strategy of the creative venture. Aspects such as the organizational structure and the importance of human resources, processes and leadership in business management are discussed. Different models are presented to adapt it to the reality of cultural and creative enterprises.

This episode presents tools to design a new venture. It also discusses the multiple components of a mission and the development of a value proposition that consider elements beyond the creative product or service. Also, the importance of identifying revenue streams, cost structure and the legal structure that best adapts to the operation of the company are presented. Intellectual property aspects are also presented as an element of differentiation and income generation.

This episode presents the importance of incorporating market analysis at all stages of business management and entrepreneurship. We will discuss the aspects of the external environment that affect creative entrepreneurship. The analysis of the value chain is also presented as a tool to understand the different stages of an industry as a mechanism to understand challenges and opportunities that a creative venture will face. The generation of business ideas and the analysis of their viability are also discussed.

This episode presents an analysis on the main research on the cultural and creative labor market. The main challenges of artistic work and the labor profile of artists and creatives are presented. Topics such as labor flexibility, income generation, career selection, second jobs and geographic agglomeration, among others are discussed.