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The role of creative thinking and creative process in media management: insights from educators and practitioners

  • Thomas Vogel
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Zusammenfassung

Vor 25 Jahren entstand Media Management als ein neues interdisziplinäres Feld, welches drei verschiedene Bereiche repräsentierte: Betriebswirtschaft, Medientechnik und Mediendesign. Obwohl Kreativität seit Tausenden von Jahren existiert und immer eine wichtige Rolle bei der Erstellung und dem Design von Inhalten gespielt hat, spielte sie in den frühen Tagen des Medienmanagements nur eine „unterstützende Rolle“. Aufgrund des verschärften Wettbewerbs, des breiten Zugangs zu Technologie, einer größeren Reichweite nationaler und internationaler Kunden und einer geringeren Eintrittsbarriere in neue Märkte, hat Kreativität in den letzten Jahren größeres Interesse und mehr Bedeutung im Medienmanagement gewonnen. Der Beitrag befasst sich mit der steigenden Nachfrage nach kreativem Denken, kreativen Prozess- und Problemlösungsfähigkeiten und dem Wandel von einem „nice to have“ zu einem „Muss“, um Erfolg zu haben.

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2018

Authors and Affiliations

  1. 1.BostonUSA

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