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Creativity as a Driver

Strategies and resources for the


creative industries

SAGRADO
Universidad del Sagrado Corazón
JAVIER HERNÁNDEZ ACOSTA
Director
Director
Department of Business Administration
Universidad del Sagrado Corazón

SAGRADO
Universidad del Sagrado Corazón
SAGRADO
Universidad del Sagrado Corazón
Why creativity?

SAGRADO
Universidad del Sagrado Corazón
SAGRADO
Universidad del Sagrado Corazón
2019 Challenges

SAGRADO
Universidad del Sagrado Corazón
Creative Value Chain

Origin Development Production Marketing Distribution Consumption

Risk Zone Commercialization


SAGRADO
Universidad del Sagrado Corazón
MISSING
MIDDLE
Strategies for
the Ecosystem

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Universidad del Sagrado Corazón
Theoretical Framework
• Economic objectives
• Artistic objectives
Throsby • Intervention

• Report
• Diagnosis
• Prioritize
UNESCO • Plan

• Preconditions
• Strengthen the sector
European • Spillovers
Union
Case Studies

Puerto
Colombia Chile
Rico
Assessment
Transversal

Diversity
Value Chain
Stakeholders

Dimensions Research
Elements of the Model

Pillars Strategy Transversal


Objectives
Research Entrepreneurship Impact indicators

Transversal
Pillars

Strategy
Training Access to markets Dimensions
Infrastructure Financing Collaboration

Cities Visibility
Planning
Creative Ecosystem Pyramid
Strategy for Creative Industries
Creative Economy Index
Creative Professional

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Universidad del Sagrado Corazón
Toolkit
Where?
Why?
How?
When?
Why?

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Universidad del Sagrado Corazón
Local

Mission
SDG’s
Goals

Why?
Where?

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Universidad del Sagrado Corazón
Portfolio
Cause
Opportunity
Sector
Activity
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Universidad del Sagrado Corazón
How?

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Universidad del Sagrado Corazón
Tangibles

Digital Experiences

Model
When?

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Universidad del Sagrado Corazón
Professional Plan (4P’s)
Products
Peers
Projects
People
4P’s What? Who? How? When?

Products

Peers

Projects

People
Toolkit
Where?
Why?
How?
When?
The Future

SAGRADO
Universidad del Sagrado Corazón
Tools

SAGRADO
Universidad del Sagrado Corazón
t o
i en
i m
d
ren
p
/e m
. t v
do
gra
. sa o
w
w ativ
w re
-c
“Many small people, in small
places, doing small things,
can change the world.”
Eduardo Galeano

SAGRADO
Universidad del Sagrado Corazón
Javier J. Hernández Acosta
javierj.hernandez@sagrado.edu
Twitter: @javihernande
787-396-9118
Podcast: Jáquers (iTunes, Stitcher, etc.)
www.sagrado.tv/jaquers
www.emprendimientocreativo.com SAGRADO
Universidad del Sagrado Corazón

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