Digitalna transformacija u kulturnim i kreativnim industrijama: evolucija poslovnih modela potaknuta pandemijom COVID-19
Digital Transformation in Cultural and Creative Industries: Business Model Evolution Driven by COVID-19

Summary/Abstract: The COVID-19 pandemic stimulated the digital transformation of business models within the cultural and creative industries, particularly affected due to their vulnerability stemming from the high proportion of independent artists, micro and small enterprises, and reliance on physical gatherings. This paper's aim is to explore how COVID-19 impacted changes in business models within cultural and creative industries, identify key challenges and opportunities, and assess the long-term implications of these transformations. A methodological approach included a systematic literature review focusing on the past five years, alongside an analysis of critical studies examining the change of business models in cultural and creative industries prompted by the pandemic. The analysis reveals that while the pandemic significantly accelerated digitalization, it was often a necessity rather than a strategic choice. Most business model innovations focused on adapting existing models to new contexts or online environments rather than creating entirely new models. Moreover, adapting business models remains challenging, particularly for micro, small, and medium-sized enterprises, with varying responses across different cultural and creative industry subsectors. The results of this study provide valuable guidelines for policymakers, particularly in developing tailored support policies that can improve the cultural and creative sector’s resilience in the post-pandemic period.

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