This paper investigates the organizational model of new product development in cultural industries. The aim is to highlight the peculiarities that shape the development of innovation in cultural industries and, thus, illustrate how firms organize to respond to such challenges. With granular data on the organization of new product development in the music industry, we highlight the core steps to develop new products. According to our results, in cultural industries creativity is primarily embedded in individuals and organizations that often lie outside the firm boundaries. In order to develop innovations, firms have to: broker creativity, combine it with their internal knowledge base, and launch it into the market. We link results on current NPD models and organizational theories, and discuss our results beyond the cultural industries context.
Organizing for Innovation in Cultural Industries:Linking Knowledge Brokering with Product Development
PROVERA, BERNARDINO;VERONA, GIANMARIO;SODA, GIUSEPPE
2007
Abstract
This paper investigates the organizational model of new product development in cultural industries. The aim is to highlight the peculiarities that shape the development of innovation in cultural industries and, thus, illustrate how firms organize to respond to such challenges. With granular data on the organization of new product development in the music industry, we highlight the core steps to develop new products. According to our results, in cultural industries creativity is primarily embedded in individuals and organizations that often lie outside the firm boundaries. In order to develop innovations, firms have to: broker creativity, combine it with their internal knowledge base, and launch it into the market. We link results on current NPD models and organizational theories, and discuss our results beyond the cultural industries context.
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