ABSTRACT
The category of creative firms producing what can be termed 'bespoke singularities and one-offs' includes three linked types of creative practice: providers of services such as design agencies, architectural practices and marketing firms; visual artists; and couture fashion designers. Products and services of architectural practices such as building blueprints, and advertising agencies such as website designs, logos and marketing messages, make up the first category of bespoke singularities. Bespoke means made to order/instruction. The value creation activities of the couture designer provide an interesting lesson on positional power and the nature of value in the CCI. For CSOs such as advertising and architectural agencies, design studios and website designers, selecting which markets, both geographical (which country/region) and sectoral (which industry), to compete in is a key strategic decision. A critical issue that surrounds the analysis of competitive choices made by CSOs during the creation of their strategy is the challenge, or threat, of disruptive innovation.
