Abstract

How can media management contribute towards the creative management paradigm?

Media strengths / characteristics:

• Continuously produce
• Face-to-face creative collaborations
• Outsourcing / commissioning
• Highly competition
• Multiple value chains / continuously changing business models
• Small group dynamics

Research Questions:

What motivates creative industry professionals to create / develop content?

How significant is intrinsic and extrinsic motivation in creating successful media products?

[How] can media managers use this information in order to stimulate  creativity?