There has long been a perception that creativity and money are somewhat opposed to one another. Profitable artists are sometimes seen as sell-outs while risk-averse corporations are seldom regarded as centres of creativity. Yet, for survival, businesses need to be creative and the creative-types need to eat. In the book, Brainfruit: Turning creativity into cash from East to West, authors Hugh Mason and SMU associate professor Mark Chong provide a slew of practical ideas for anyone aspiring to build or understand the business of creativity.
Business | Entrepreneurial and Small Business Operations | Technology and Innovation
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Copyright © Singapore Management University 2012
Innovation and Entrepreneurship
Creativity meets Cash: An unlikely pair?. (2012). Knowledge@SMU.
Available at: http://ink.library.smu.edu.sg/ksmu/147