Abstract
The effects of creativity on markets are studied in Chap. 6 through the case study of the fashion industry. The focus is on the international competition between France, Italy and the U.SA. The key concept is generational waves of creativity, i.e. the fact that historically creativity is a phenomenon that creates clusters of talented people who live in the same place and belong to the same generation. The life-cycle of generations of creators may therefore influence international competition creating scarcity and the disappearance, if not replaced, of a unique, winning cohort of talents.
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Santagata, W. (2010). The Effects of Creativity on International Markets: The French Genius for Fashion. In: The Culture Factory. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-13358-9_6
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DOI: https://doi.org/10.1007/978-3-642-13358-9_6
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