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Creative organizations: Reaching a favorable competitive positioning in the creative market

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  • Bérubé, Julie
  • Gauthier, Jacques-Bernard

Abstract

Creative organizations face persistent tensions between creativity and business imperatives. The way these tensions are managed determines their viability in the creative market. This study examines the competitive positioning of creative organizations – emerging from strategic choices – as a compromise between creativity and business. We conducted an instrumental multiple-case study of 11 Canadian advertising agencies and 35 semi-structured interviews. To map their competitive positions, we employed multiple correspondence analysis. Findings suggest that agencies where creative workers are responsible for the entire creative process, rather than limited to production tasks, achieve a stronger competitive position in the creative market. This research contributes to advancing knowledge in the field of creative organization management by exploring the strategies that enable organizations to navigate the tension between creative work and business imperatives. This research provides actionable insights for creative organizations seeking to enhance their strategic positioning.

Suggested Citation

  • Bérubé, Julie & Gauthier, Jacques-Bernard, 2026. "Creative organizations: Reaching a favorable competitive positioning in the creative market," Cuadernos de Economía de la Cultura, Editorial Universidad de Sevilla, issue 12, pages 101-124.
    • Handle: RePEc:etp:journl:013
    DOI: 10.12795/CEC.2026.i12.06
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