| Summary: | 碩士 === 國立臺南大學 === 經營與管理學系科技管理碩士班 === 104 === Cultural and Creative Industry workers focus on putting art and designed elements into their works. They created products with both artistic value and sense of beauty. However, the sales of the products are not good as expected. Consequently, someone who wants to develop a cultural and creative Industry brand must deal with the dilemma between the artistic value and commercial value. This study is about the evolutionary process of the dynamic capability and core resource with two brands which both face the fast-moving economic environment. They find out the balance between artistic and commercial value. This study is based on the multiple and longitudinal case study. I try to figure out how the small and medium-sized Cultural and Creative Industry rebuild and adjust by using Internal core resource and dynamic capability. Furthermore, they accumulate their own core resource to keep high competitive in the market. Judging from the study, we know the Cultural and Creative Industry brands have to have resource with valuable , rare and non-substitutable characteristics ,and then they can survive in the circumstance of Cultural and Creative Industry.
|
|---|
