Creative Industries and Big Data. A Business Model for Service Innovation

Creative Industries have largely contributed to employment, GDP growth and social cohesion, even during recent economic crises. Despite their relevance, there is a lack for monitoring the impacts, especially for new technologies involved into their business. The paper aims to appraise it when specifically related to the use of Big Data. It evaluates the considerable economic benefit on creative business performance linked to exploiting vast new flows of information. A multi-criteria methodology for assessing these effects on Creative Industries, and a model for implementing business performance through collaborative and virtual value chains are presented. The model shows positive spillovers resulting from the collaboration among Digital Creative Industries usually in the fields of innovation, technology and intellectual property benefitting from Big Data applications, distinguishing a macro from a microeconomic level of effectiveness, since transforming data into captured value for the firms, despite their size and volume capacity, increases business performance.