DO CULTURAL AND CREATIVE INDUSTRIES (CCI) MATTER FOR INNOVATION AND VALUE CREATION IN KNOWLEDGE-BASED BUSINESS? AIMS, FORMS AND PRACTICES OF COLLABORATION IN ITALY

Purpose: This paper provides the first results of a scoping study exploring in detail how Cultural and Creative Industries (CCI) can represent a source and resource of critical and creative thinking as well as a set of processes to be deployed in order to foster and support innovation. Scope: Focusing on a sample of Italian companies, the aims, the forms and the specific practices of collaborations between CCI and knowledge-based and traditional businesses are identified and discussed. Method: In order to derive and test theories, trace causal pathways, explore hypotheses, researchers have designed and implemented qualitative research methods and conducted investigation mainly based on web-available data, archives and interview-based information. Results: The case examples of relevant Italian companies effectively provide evidences of the impact and modalities of adopting initiatives to develop innovation capacity. Recommendations and conclusions: The investigation of a sample of Italian companies suggests that most of the attention is focused on collaborations aimed to reinforce company image and reputation, to develop corporate social responsibility and to improve brand recognition.