Management and communication of the corporate culture in companies of the creative industries. Case study in the Mediterranean arc in Spain

Abstract

This investigation focusses on how corporate culture is managed and communicated by companies of the creative industries which are present along the Mediterranean arc in Spain. Methodology: the study of fifteeen cases of companies in the Creative industries of the Mediterranean arc in Spain is used via interviews and/or questionnaires to CEO’s, HR responsibles and/or Communication Directors of these companies. Findings: The quantitative and qualitative data obtained provide a new and current vision on the management and communication of corporate culture by the analysed companies. Research shortcomings: The data and findings refer to the sample study and they are not therefore generalizable to all creative industries. Practical implications: The study reports an approximation to the creative industries and their management in the current Creative economy. Originality: considering the constant increase in the importance of creative industries, this study generates data and a practical vision of the management of its intangible assets.