Innovation in the Cultural and Creative Industries

Introduction

In a globalized context where standardization is becoming the norm, cultural and artistic heritage certainly embodies one of the greatest tangible and intangible assets of a country. In Europe, the cultural and creative sectors thus represent 4.2% of the Union’s GDP and nearly 7.1 million jobs, mainly in small businesses (EY 2013). In France, as shown by the studies conducted on the subject, the cultural and creative industries (CCIs) are also a lever for national influence. Indeed, the panoramas of these industries highlight the economic (104 billion euros) and social (nearly 1.7 million jobs) value of these sectors (EY France Créativité 2013; BPI 2017).

Because of their innovative nature and the value creation they generate, these sectors represent a real source of wealth and job creation, particularly since they are rarely relocatable. In addition, they require rare talents and knowledge that is difficult to substitute, rooted in specific know-how, heritage, etc. The figures also highlight that the development of these sectors is linked to the increasing use of digital technologies (EY France Créativité 2013). Indeed, software, Big Data and artificial intelligence reduce technical constraints and help creators to concentrate on their production while freeing up their creativity. They also make it possible to get closer to the needs of consumers.

Yet these sectors have long been neglected by academia and the business media, partly because of their heterogeneity ...