UPRAVLJANJE INTELEKTUALNIM KAPITALOM U KREATIVNOM SEKTORU

Despite of the data concerning the creative industries high growth rate, enterprises in this sector continue to have difficulties in attracting investment. This is primarily due to an inadequate communication between companies and investors. The problem is turning creativity into a commercial product. Since the creative sector in the process of value creation relies mostly on intellectual assets, which are intangible by their nature, this sector entails a new kind of challenges in terms of determining value and potential in creating profit. For companies in the creative industries this is crucial, because only if you learn and understand how to identify, verify and transform intellectual assets into economic value, you will be able to manage the creating value process and potential intellectual assets, and create future cash flows and attract potential investments. Subject of this work is the management of intellectual capital in the context of creative industries. The aim of the study is to explore ways of creating value and connection with specific management activities, especially those related to the creation of an appropriate business model.