Crafting the Future : Business Models and Value Creation in the German Product Design Industry

The importance of the creative industries for regional, cultural and economic development has been constantly increasing over the past decades. Countries, governments and public institutions are trying to enhance and foster further development in this field. This research is using a multi-method approach, combining qualitative research with relevant theories in the field of business models, value creation, and the creative industries. The qualitative research part consists of 13 cases of creative entrepreneurs, operating in the product design industry (fashion, furniture and retail) in Germany. The business model canvas by Osterwalder et al. (2010) is used as a basis, to analyse the respective business models of the companies. In addition, the research also explores internal (personal motivation) as well as external factors (the influence of the local environment), influencing the development and value creation of the creative businesses. The work is adding valuable theoretical contributions in this field of research, by partly confirming, and partly disputing previous theories. The findings provide practical implications and highlight potential pitfalls for fellow creative entrepreneurs.