"STRATEGIES IN THE CULTURAL AND CREATIVE INDUSTRIES: STATIC BUT FLEXIBLE VS DYNAMIC AND LIQUID. THE EMERGENCE OF A NEW MODEL IN THE DIGITAL AGE"
Stratégies dans les industries culturelles et créatives : statique mais flexible vs dynamique et liquide. L’émergence d’un nouveau modèle à l’ère du numérique
Résumé
Cultural and creative industries (CCIs) were among the first ones to be disrupted by the digital revolution. Thus, global lessons can be learned from the strategies they adopted in the digital age. Alongside a reversal model and a differentiation strategy, CCIs’ companies are nowadays facing an alternative between two main new strategies, not forcedly classifiable according to traditional theories. The first model is a static but flexible strategy whereby the organization equips itself with skills and tries to be flexible enough as well as ambidextrous to absorb the shocks of changing environments. This strategy aims at overcoming organizational inertia through slow and cautious steps, not always in line with the rapidity of changes in the digital age. The second model, the liquid one, consists of a proactive and more than agile strategy where the organization moves quickly, adapts hastily and changes constantly to be in tune with the new configurations that are emerging outside.
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