MANAGEMENT MODELS FOR CREATIVE INDUSTRIES IN THE DIGITAL AGE

J. Satish Kumar; Prabha D; Brindha P; G. Vasanth; Janaki L; K. S. Sathyanarayanan

doi:10.29121/shodhkosh.v7.i3s.2026.7337

Authors

Dr. J. Satish Kumar Assistant Professor (Senior Grade), SRM Institute of Science and Technology, Ramapuram, Chennai - 89, India
Dr. Prabha D Assistant Professor, School of Management, St. Francis de Sales College (Autonomous), Bengaluru, Electronics City, India
Brindha P Assistant Professor, School of Management, St. Francis de Sales College (Autonomous), Bengaluru, Electronics City, India
Dr. G. Vasanth Associate Professor and Head, Department of Visual Communication, Dwaraka Doss Goverdhan Doss Vaishnav College (Autonomous), Arumbakkam, Chennai - 600106 (Affiliated to University of Madras)
Dr. Janaki L Assistant Professor, School of Commerce, Vel Tech Rangarajan Dr. Sagunthala R & D Institute of Science and Technology, Avadi, Chennai - 600062, India
Dr. K. S. Sathyanarayanan Department of Management Studies, Gurunanak College, Velachery, Chennai - 600042, India

DOI:

https://doi.org/10.29121/shodhkosh.v7.i3s.2026.7337

Keywords:

Creative Industries, Digital Transformation, Creative Industry Management, Digital Platforms, Artificial Intelligence, Data Analytics, Cultural Economy, Creative Entrepreneurship, Digital Creative Ecosystem, Innovation Management

Abstract [English]

The high pace of innovations in digital technologies has dramatically changed the organization and operation of the creative sectors in the world. Media, performing arts, design, publishing, film, and the production of digital content are some of the sectors that technologies like artificial intelligence, big data analytics, digital platforms, and cloud-based collaboration systems are introducing more influence. The creative content is produced, distributed and consumed in new ways due to these developments in technology and this necessitates new management styles that combine creativity and the changes being brought about by technology. The evolving models of management that are used in the creative industries and their efficacy in the digital economy are the topics of interest of this research paper. The paper begins with the review of the conceptual assumptions of creative industries, and the review of the already existing literature on the digital transformation of culture and creative industries. The new models of platform based management, data-driven decision making model and collaborative network based systems are contrasted with classical models of management that have hierarchies and centralization of decision making. The criteria involved in the comparative analysis evaluation are organization flexibility, technology integration ability, and the ability to appeal to the audience and innovativeness capability. The Digital Management Framework of Creative Industries, according to the analysis, is the project suggesting the incorporation of the processes of creative production with digital technologies, analytics systems, and devices of audience engagement. The suggested framework is the management which is based on creativity, technologies integration, co-ecosystems and scaleable digital systems. Real-life examples of the provided framework within the area of digital media and entertainment, performing arts organizations, digital content providers, and creative entrepreneurship are also examined in the paper. Besides, the research isolates some of the key problems concerning the implementation of virtual management model, including technological challenges, intellectual property concerns, organizational opposition and privacy of data. Finally, the future research is also discussed by highlighting the potentials of artificial intelligence, blockchain solutions, smart cultural ecosystems, and sustainable digital creative economies to the future of creative industry management. The findings of the present paper can be applied to develop more adaptable and technology-oriented management techniques that would contribute to the improvement of innovation, sustainability, and cultural interaction across the globe in the digital age.

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