The rise of creative industries is closely connected with the range of changes concerning socio-economic development in postindustrial and digital economy; reflects new trends in consumer behavior and innovations in business models. Entrepreneurship in creative industries is very attractive sphere for small and medium-sized businesses, it gives new opportunities for cooperation between representatives of creative industries and other agents of economic and social relations. An interest to creative industries development could be observed from different stakeholders across Russia. Issues of effective functioning and interaction of commercial and non-profit organizations and entrepreneurs in creative sector are becoming the key points for successful development of markets in creative sphere.
This manual is designed to expand knowledge in the field of creative entrepreneurship, to understand the particular features of market structure from supply and demand side, and to apply practical recommendations and tools for solving specific problems that an entrepreneur faces in his activities. The manual consists of 3 chapters, the text reveals the definition and boundaries of the creative industries sector; economic bases of demand and supply side of market for products and services created by creative workers and having a symbolic and cultural value (Chapter 1). Besides, authors pay attention on dealing business in the digital environment and infrastructure for creative entrepreneurs. Chapter 2 of the manual reveals the issues of interaction and communication with consumers, identifying and working with various consumers segments, analyses factors that influence consumer’s decision-making process. The manual presents practical examples (cases) and tasks that allow to master and improve the tools of marketing research. Chapter 3 describes in detail methodology and stages of the business modeling in creative industries. Questions for self-examination, cases and exercises make it possible to combine the theory and practice of the questions studied. The manual is addressed to a wide range of readers, can be used by educational institutions, it is useful to the industry representatives as an additional theoretical and practical guide. The manual is created in the framework of the project “Creative Grasp” supported by the Council of Nordic Countries.