Entrepreneurial Creativity in a Virtual World
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Entrepreneurial Creativity in a Virtual World

Denise Tsang

The start of the 21st century has seen an explosion of online media, with creative content becoming a driving force for competitiveness. As twin engines of the digital economy, much has been said about both creativity and entrepreneurship but less about their relationship. Entrepreneurial Creativity in a Virtual World provides a synthesis in order to develop a conceptual framework for these phenomena. Using real world case studies, Denise Tsang highlights the economic significance of digital media production in the video game, television and magazine sectors. She illustrates the key issues involved, such as intellectual content creation, coordinating commercial, artistic and technical resources, outsourcing of core creative inputs and engaging with the user community.
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Chapter 5: Outsourcing creativity

Denise Tsang


Despite the presence of internal creative talents, video game, television and magazine producers have increasingly utilized outsourcing. This chapter highlights the local, regional and global project networks within micro, small and medium-size firms as well as global firms in the UK. Project networks contain firms that are “functionally and economically interdependent” but retain their “legal autonomy” and “organizational identity” (Sydow and Staber 2002). This chapter discusses the rationale for outsourcing creative inputs and provides industry examples of outsourcing in London and other emerging locations.

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