Innovation in the application of digital tools for managing uncertainty: the case of UK independent film

Michael Charles Bailey Franklin, Nicola Charlotte Searle, Dimitrinka Stoyanova, Barbara Townley

    Research output: Contribution to journalArticlepeer-review

    30 Citations (Scopus)

    Abstract

    This research investigates innovation in how film producers use social digital tools to engage consumers, reduce demand uncertainty and respond to the challenge of digital disruption that affects the traditional film value chain. Through three empirical case studies of film production and exploitation, we examine examples of innovation in product, service, distribution, marketing and process, each having important implications at the organizational level. Our findings show that innovations in one area have important implications for other areas, distribution impacting on concepts of product and service, for example. We also show that internal firm micro-process dynamics impact directly on external interactions between the firm, consumers en masse and partner firms. Our research thus lies at the nexus of innovation, social media and uncertainty management, and questions the boundaries found in innovation types' or dominant taxonomies in traditional R&D frames.

    Original languageEnglish
    Pages (from-to)320-333
    Number of pages14
    JournalJournal of Creativity and Innovation Management
    Volume22
    Issue number3
    Early online date17 Apr 2013
    DOIs
    Publication statusPublished - Sept 2013

    Keywords

    • Creative industries
    • Patterns
    • Capabilities
    • Knowledge
    • Media

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