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.