Innovation and Strategy in the Creative Industries


Since it is already evident that the digital economy has revolutionized the creative industries, it is important to think about what should be the innovation model and the business concept to be applied. This UC intends to present the market potential of the creative industries through two strategies: by presenting the disruptive concept and the relevance of an innovative business model; for presenting possible strategies to be adopted by actors in the creative industries based in Portugal, taking into account the implications of the digital paradigm and market opportunities from Portugal.
The student will reflect on the strategic challenges of a cultural entity, gaining training in the strategic application of business models to creative opportunities. This reality-based approach will give the student an innovative look at the creative industries, allowing the construction of business models that take into account the disruptive variants that shape the digital economy.

General characterization





Responsible teacher

Diogo Queiroz de Andrade


Weekly - Available soon

Total - 280

Teaching language



Available soon


Christensen, Clayton (2013), The Innovator´s Solution: Creating and Sustaining Successful Growth. Harvard Business Review.
Hartley, John (2015), Remix: Making Art and Commerce Thrive in the Hybrid Economy. SAGE.
HBR (2013), HBRs 10 Must Reads on Innovation. Harvard Business Review Press.
Keeley, Larry (2013), Ten Types of Innovation. Wiley.
Lessig, Lawrence (2008), Remix: Making Art and Commerce Thrive in the Hybrid Economy. Penguin.
Satel, Greg (2017), Mapping Innovation: A Playbook for Navigating a Disruptive Age. McGraw-Hill.
Todorovic, Milane e Bakir, Ali (2016), Rethinking Strategies for Creative Industries. Routledge.
UNESCO (2015), Cultural Times: The First Map of Cultural and Creative Industries. UNESCO.

Teaching method

Theoretical, with presentation of examples and topics for discussion.

Evaluation method

class participation(30%), final presentation(50%), written work (business plan)(20%)

Subject matter

The business model as a value proposition. The importance of a successful business model as a competitive and differentiating element in the digital economy.
- Innovative disruption and creativity as a strategy. Theories and practices that value creative industries and create business opportunities.
- The business of the creative industries. The brand, the product, the value, the intellectual property, the relational economy and the customer community.
- The Portuguese-speaking market and the European market. Structural approaches to these two markets, dissecting the basic concepts, the dimension of each one, the existing support and some success stories.


Programs where the course is taught: