FÓRUM - EQUILÍBRIO EM CENA: O QUE APRENDER COM AS PRÁTICAS ORGANIZACIONAIS DAS INDÚSTRIAS CULTURAIS

Abstract

In this paper we outline five polarities that are shaping organizational practices in cultural industries. First, managers must reconcile expression of artistic values with the economics of mass entertainment. Second, they must seek novelty that differentiates their products without making them fundamentally different in nature from others in the same category. Third, they must analyze and address existing demand while at the same time using their imagination to extend and transform the market. Fourth, they must balance the advantages of vertically integrating diverse activities under one roof against the need to maintain creative vitality through flexible specialization. And finally, they must build creative systems to support and market cultural products but not allow the system to suppress individual inspiration, which is ultimately at the root of creating value in cultural industries.

Keywords

• Cultural goods
• art
• entertainment industries
• creativity.