Process, Practice and Policy
Edited by Colette Henry and Anne de Bruin
Chapter 5: Creative Methodologies for Understanding a Creative Industry
Ted Fuller, Lorraine Warren and Sally Jane Norman INTRODUCTION We have previously undertaken a stream of research that utilizes the field of entrepreneurship to study the emergence of novelty, that is, the processes by which new products, services, business models and patterns of behaviour arise through creative acts (Fuller et al., 2007; Fuller et al., 2004; Fuller and Warren, 2006a, 2006b; Fuller and Moran, 2000, 2001; Lichtenstein 2000a, 2000b, 2000c; McKelvey, 2004). As we summarize briefly below, this has been informed by entrepreneurship theories (for example effectuation), constructionist theory (for example patterning and identity formation), critical realism (morphological perspectives) and theories of social change (for example structuration). In particular, we have demonstrated the value of complexity theory (notably ‘processes of emergence’) in conceptualizing the practice of agility and foresight in the entrepreneurial firms we have studied. In this chapter, we seek to extend previous conceptual work by articulating the development of a conceptually grounded framework that we suggest can capture the emergence of novelty in the creative industries, particularly those in the so-called digital economy. As we indicate below, the digital economy, through the Internet, improved communications and a range of Web 2.0 platforms, provides enormous potential for the creation of novelty as defined above, in ways that are hard to predict given the unexplored potential of many new technologies and the ongoing pace of technological change. Unexpected new ways of creating value have arisen on a system-wide basis, albeit that revenue streams for many new activities are not well...
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