Of interest anyone to who wants to understand and implement strategy across the cultural and creative industries, this book elaborates a novel and prescient approach. Readers will find valuable insights into the differential strategic alignment of products, services, markets, and audiences in conditions where cultural value is more determinant than price.Andy Pratt, City, St Georges, University of London, UK
"The discussion of open strategy is a welcome addition to this second edition. Rather than limiting strategic deliberations to small arts leadership teams, open strategy involves a wider group of peoplesuch as front-line employees, experts, etc. It involves opening up strategy. This in theory means that it will be more likely that it will be adopted by all levels of the creative and cultural organisation and this highly readable book very successfully articulates this approach." Guy Morrow, University of Melbourne, Australia
"This is an essential text for students. Though firms in the creative and cultural industries often struggle with their alignment between aesthetic mission and business success, this book is a stellar resource which students and practitioners alike can put into use immediately." Jeremy Peters, Wayne State University, USA
"A compelling and much needed addition to the limited literature on strategy in the creative industries, this book eloquently applies foundational concepts of strategy to the distinctive challenges faced by creative organisations and offers practical guidance on how to become more strategic." Antonius van den Broek, Lougborough University, London, UK
"This updated edition offers a timely contribution to the debate on Cultural and Creative Industries. Jonathan Gander shows that their success depends not only on managing creative talent, but also on a clear understanding of markets and strategic positioning. Providing accessible theory and a rich range of case studies, the book equips readers with the strategic mind needed to navigate the evolving challenges of the creative and cultural economy." Catherine Morel, Associate Professor of Marketing, Audencia Business School, France
