| Abstract |
The paper provides a deeper look into value chain logic in value chain relationships in a creative and non-creative industry value chains. In recent years, value has been recognized as a key factor in better understanding consumer behavior and thus gaining competitive advantage. Value chain analysis can expose strategic and operational misalignments within the value chains, and the consequential misallocation of resources and hence opportunities for improvements which create value and economic sustainability. In recent years, creative industries play an important role in the national development policies in many developing countries. Creative industries can be both high-tech and high-touch, highly creative, with potentials in economic development. There are huge differences in the value chain and supply chain relationships between creative and non-creative industries and it is not possible to generalize these relationships in one value and supply chain for both creative and non-creative industries. For this reason, the paper describes dimensions of sustainable value chains of creative and non-creative industries in the context of industry analysis, value chain processes, support and related environment and evaluation of the relationship of stakeholders for both creative and non-creative industries. Findings present main differences, generalized value chain models for both creative and non-creative industries. The paper also takes into account the creation of value chain approach that describes the vertical and horizontal linkages. The value chain conception is important for the identification and development of the enterprise. The value creation activities can be a core competitive advantage which centers on fostering relationships with key actors who can derive benefits from each other's value chain. Adopting the border dimensions identified will allow value chain analysis to become more widely applicable, and more relevant in business scenarios, where there is a growing imperative to include social, environmental and creative impacts into business strategies. |