Creativity in the Business Ecosystem

This course explores where creativity occurs in the value chain or business ecosystem more broadly. The concepts of both creativity and the business ecosystem are independently developed, but the primary insights derive from how the ecosystem can promote creativity. Focus is placed on the make or buy decision with an exploration of examples on both sides. Value capture vs. value creation perspectives are applied to understand strategic decisions involving product development, branding, advertising and even process innovation. Applications include video distributors producing movies and shows; brands bringing creative agency work in-house; and the acquisition of new brands and products such as craft beers.