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The micro- and small enterprises in creative professional services: a business model perspective

    Sanja PFEIFER Affiliation
    ; Marina STANIĆ Affiliation
    ; Sunčica OBERMAN PETERKA Affiliation

Abstract

Advertising, architecture and design are perceived as an important subset of the creative industries and as having an increasing role in innovations and competitiveness of economies. However, issues such as identifying the underlying business model (BM) of the micro- and small enterprises in these industries, the manner in which BMs evolve or the degree to which their evolution is innovative remains unresolved. In the context of creative professional services (CPSs), an analysis of the six case studies involving microenterprises indicates a heterogeneity in designing BMs. Talented professionals, sophisticated management of human resources and creativity processes as well as trustworthy partners are considered generic components of value creation, whereas personalized relationships with customers are a generic component of value delivery in advertising, architecture and design. In addition, the findings indicate that microenterprises in advertising, architecture and design have a capacity to differentiate themselves from the rest of the competition through creation of complex and radical changes in their BMs.


Santrauka


Reklama, architektūra ir dizainas suvokiami kaip svarbus kūrybinių industrijų pogrupis, kurio vaidmuo auga inovacijų ir ekonominio konkurencingumo srityse. Vis dėlto tokie klausimai, kaip šių industrijų mikro- ir mažųjų įmonių pagrindinio verslo modelio nustatymas, būdas, kuriuo plėtojamas verslo modelio ar laipsnis, ties kuriuo jų evoliucija yra inovatyvi, lieka neišspręsti. Kūrybos profesionalų paslaugų kontekste pateikta šešių atvejo studijų tyrimų analizė, apimanti mikroįmones, reiškia heterogeniškumą projektuojant verslo modelius. Talentingi profesionalai, iškreipta žmogiškųjų išteklių vadyba ir kūrybiškumo procesai, taip pat patikimi partneriai laikomi bendraisiais vertės kūrimo komponentais, o suasmeninti santykiai su vartotojais yra bendras vertės suteikimo komponentas reklamoje, architektūroje ir dizaine. Be to, tyrimas atskleidžia, kad reklamos, architektūros ir dizaino sričių mikroįmonės gali atsiskirti nuo likusios konkurencijos, darydamos sudėtingus ir radikalius jų verslo modelių pokyčius.


Reikšminiai žodžiai: reklama, architektūra, verslo modelio pokyčiai, verslo modelio projektavimas, dizainas, vertės laimėjimas, vertės sukūrimas, vertės suteikimas, vertės siūlymas.

Keyword : advertising, architecture, BM changes, BM design, design, value capture, value creation, value delivery, value proposition

How to Cite
PFEIFER, S., STANIĆ, M., & OBERMAN PETERKA, S. (2018). The micro- and small enterprises in creative professional services: a business model perspective. Creativity Studies, 11(1), 102-115. https://doi.org/10.3846/cs.2018.543
Published
Apr 20, 2018
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This work is licensed under a Creative Commons Attribution 4.0 International License.

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