SUSTAINABLE CREATIVE INDUSTRIES VALUE CHAIN: KEY FACTOR OF THE REGIONAL BRANDING
Journal Title: Marketing Identity - Year 2016, Vol 4, Issue 1
Abstract
The paper provides a deeper look into value chain logic in supply chain relationships in a creative industries value chains. In recent years, value has been recognized as a key factor in better understanding consumer behavior and thus gaining competitive advantage. The presented model describes and analyzes the industry participants, value chain processes, support and related environment, evaluate the relationship of stakeholders. The paper also takes into account the creation of value chain approach that describes the vertical and horizontal linkages. The chain of values represents the coordinated set of kinds of activity which create value for the enterprise, beginning from initial sources of raw materials for suppliers of this enterprise up to the finished goods delivered to the end user including service of the consumer. The value chain conception is important for the identification and development of the enterprise. The value creation activities can be a core competitive advantage which center on fostering relationships with key actors who can derive benefits from each other´s value chain. It cannot forget the fact, that the regional location of the creative industries and their support at the both national and regional levels has become an integral part of the regional policy in the Slovakia and also as a part of a kind of “regional branding”.
Authors and Affiliations
Emília Madudová
Keywords
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