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Faculty
Volker Mahnke, CBS / Yen Tran, CBS

Course Coordinator
ISUP Secretariat

Prerequisite/progression of the course

Basic knowledge in economics and organization on a BSc level is a prerequisite.

Course content, structure and teaching

This course examines the interrelation of strategic management and economic organization in the context of creative industries including fashion and luxury (e.g. Zara, H&M, Benetton, Inwear, Boss, Giorgio Armani, Calvin Klein, Georg Jensen), and lifestyle products (e.g. Apple), and film industry and entertainment sector (Disney, Bertelsmann). Strategic management is concerned with how firms win sustained competitive advantage in the marketplace and it is informed by economic principles as developed in theories of competition, economic organization, and entrepreneurship. Collectively these theories explain why firms exist, how they are organized, how they cooperate and compete, and how they obtain and maintain a competitive edge. This course also provides hand on skills and analysis tools instrumental for companies and their consultants to help gain and sustain competitive advantage – the ultimate goal of strategic leadership.

Learning Objectives

Learning-aims focus is on skills required in different phases of the strategic management process. After successful completion of the course participants will be able to

• Understand the unique characteristics of creative industries as a special context for strategizing
• Exhibit an integrative understanding of the relation between creativity and business strategy
• Identify, position and evaluate a business opportunity in creative industries
• Understand the relationships between the different phases of the strategic management process
• Analyze industry/segment attractiveness and possibilities for strategic positioning
• Identify, analyze and explain how alternative business models work and why they fail to work
• Identify and analyze the critical elements of the organizing resources
• Identify, analyze and evaluate critical elements for the management of business relationships

Teaching methods

The course deploys a series of lectures, case analysis, interactive exercises, film material, and includes project work with co-students.

Examination

Final exam: Project/home assignment (written individually), 15 A4 pages.

Re-take exam: Project/home assignment (written individually), 15 A4 pages.

Recommended literature

• Caves (2000) Creative Industries --- Contracts between Art and Commerce. Harvard University Press
• Florida (2002) The rise of the creative class --- How it is transforming work, leisure and everyday life. Harvard University Press
• Kosonen and Doz (2008) Fast strategy. How strategic agility helps you stay ahead of the game. Pearson Publishing
• Tran (2008) Fashion in the Danish experience Economy. Samfundsliterature
• Tran (2008) Managing stylistic innovation in turbulent environment
• Mc Gahan (2004) Industry evolution. Harvard Business Press
• Verganti (2008). Design-driven innovation. Harvard Business Press.
• Havard Business School cases

Last updated by ISUP Secretariat 28/01/2010