Innovation in the application of digital tools for managing uncertainty : the case of UK independent film
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This research investigates innovation in how film producers use social digital tools to engage consumers, reduce demand uncertainty and respond to the challenge of digital disruption that affects the traditional film value chain. Through three empirical case studies of film production and exploitation, we examine examples of innovation in product, service, distribution, marketing and process, each having important implications at the organizational level. Our findings show that innovations in one area have important implications for other areas, distribution impacting on concepts of product and service, for example. We also show that internal firm micro-process dynamics impact directly on external interactions between the firm, consumers en masse and partner firms. Our research thus lies at the nexus of innovation, social media and uncertainty management, and questions the boundaries found in innovation types' or dominant taxonomies in traditional R&D frames.
Franklin , M C B , Searle , N C , Stoyanova , D & Townley , B 2013 , ' Innovation in the application of digital tools for managing uncertainty : the case of UK independent film ' Journal of Creativity and Innovation Management , vol 22 , no. 3 , pp. 320-333 . DOI: 10.1111/caim.12029
Journal of Creativity and Innovation Management
© 2013 John Wiley & Sons Ltd. This is the accepted version of the following article: Franklin, M., Searle, N., Stoyanova, D. and Townley, B. (2013), Innovation in the Application of Digital Tools for Managing Uncertainty: The Case of UK Independent Film. Creativity and Innovation Management, 22: 320–333. doi: 10.1111/caim.12029, which has been published in final form at http://dx.doi.org/10.1111/caim.12029
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