Digital Globalization of Creative Industries

Edited by Stephen Chen, Professor of International Management, Newcastle University Business School, Newcastle University, UK

• ContentsForeword xvPART I INTRODUCTION1 Digital Globalization of Creative Industries: an introduction 2Stephen ChenPART II DESIGN OF CREATIVE PRODUCTS AND SERVICES2 Digital platforms in sub-Saharan Africa: frontiers of creativeindustries towards producing localised symbolic goods inNigeria 22Olubukola Aluko and Sayfullah Sulayman3 Does the emperor still wear clothes? An investigation intohow AI has impacted the fashion industry 36Petra Bouvain4 Exploring the creative revolution brought by digitaltechnologies in the production of advertising messages 55Koblarp Chandrasapth and Natalia YannopoulouPART III DISSEMINATION OF CREATIVE PRODUCTS ANDSERVICES5 Internationalization of cultural industries from emergingmarkets through digital technologies: the case of the Indianfilm industry 73Arindam Das and Debraj Ghosal6 Digital globalization in mature and nascent creativeindustries: comparing scaling strategies of TV seriesproducers and computer game studios 95Hakan Erten and Deniz Tunçalp7 Innovative marketing examples from Hallyu, good practicesin innovative – digital and online – marketing activities of theSouth Korean music industry and TV series 116Éva Gajzágó and Viktória Ramóna DávidaPART IV DEMOCRATIZATION OF THE CREATIVEPRODUCTION PROCESS8 Navigating global markets: the role of digital technologies inIndonesian creative SMEs 136Novika Candra Astuti9 How independent can you be? An investigation ofindependent musicians on social media 158Amy Chu10 The skills to pay the bills: new digital skills in a digital andglobal music market 174Liucija Fosseli and Daniel Nordgård11 The impact of digital transformation on the gaming industryand the extended reality technologies: limitations, challenges,and opportunities 191Elif SurerPART V DEVELOPMENT OF CITIES, REGIONS AND COUNTRIES12 Developing a capabilities ecosystem for creative immersivecontent: lessons from PROTO innovation hub 205Rebecca Casey13 “Dancing with the Stars”: a case study of the strategic valueof territory and the dynamic capabilities of creative industriesin the digital age 224Belén Elisa Díaz14 The impact of digital platforms on the expansion of creativeindustries in the Caribbean 247Roshnie A. Doon15 How is the digital transformation of the creative economychanging economic and spatial patterns? The case of Hungary 266Tamás Egedy

‘Much of the narrative about creative industries has tended to extrapolate from the experiences of a small number of countries. Digital Globalization of Creative Industries provides a global perspective, focused on design, distribution, creativity and spatial impacts.’