The Role And Impact Of Business Networks On Marketing In The Creative Industries: Evidence From Case Study Research
Source: University of Strathclyde
This paper discusses the findings of ongoing case study research which seeks to explore the management of, approaches to and involvement in business networks in a key sector of the Scottish economy. The findings presented use case study data from a creative industry firm. The focus is the interplay between networks of actors, activities and resources within this industry and the impact of this on the marketing resources available to the firm and the approaches to marketing which they use.