The economic value of creativity : how much, for whom, and what for?

Bjørn Von Rimscha
The following chapter deals with the value of creativity in media management. The first part is a literature-based reflection on different perspectives on the value of creativity. While creativity generally is considered a core value of media products, I will argue that not all aspects of creativity are equally economically valuable and, thus, it is not in the best interest of media managers to maximize creative value. I will then change perspectives and address the...
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