CREATIVE ECONOMY AS VALUE PROPOSAL IN BUSINESS MODELS

The creative economy focuses on the individual and the collective potential to produce creative goods and services. In particular, the creative economy focuses on activities based on knowledge and producing tangible, intangible, intellectual and artistic goods with creative content and economic value. Therefore, business models and management stem from activities, products or services developed from knowledge, creativity, and intellectual capital of individuals with a view to generate employment and income. The article presents a systematic literature of exploratory research about the creative economy, creative industries, and creative goods and services in Brazil. Furthermore, it shows the relationship between a business model framework concept and new forms of business in the creative economy. Additionally it brings arguments and reflections about the planning needs of research and innovation to achieve a proactive attitude in business and thus cope with the changes and transitions of the production system.