VALUE CREATION IN THE CREATIVE ECONOMY: A MIXED METHODS EXPLORATORY STUDY

Goal: The aim of this paper is to analyze critical success factors for the development of the Creative Economy, ie, determinants of perceived value as well as the components, dynamics and working mechanisms of value perception. Design / Methodology / Approach: The research was developed by combining and synthesizing theoretical and practical contributions through an exploratory study based on the application of an open questionnaire with five academic experts and a closed questionnaire with 35 practitioners from Southern Brazil involved in Creative Economy business ventures. Results: Results suggest that the Creative Economy permeates both manufacturing and service sectors in a new hybrid form that has innovation and creativity as key determinants of value. Limitations of the research:  The research was applied to experts and practitioners from southern Brazil and may not reflect the behavior of other regions people involved with Creative Economy. Originality / value: It is emphasized the importance of reflections as proposed in this article in order to understand how the Creative Economy is articulated, what is studied and what is practiced in this field, since it is an area that still needs to be discussed to consolidate its identity as an industry.