ABSTRACT
The chapter explores the lack of understanding of R&D inside and about the creative industries. It highlights the need to assess the ways in which creative businesses perceive R&D processes through multiple perspectives: analysing the value assigned to R&D and assessing the specific characteristics of R&D processes within the creative industries. A mixed method is deployed to explore the perceptual value and characteristics of R&D processes within the creative industries. The quantitative lens explores the value assigned by business to R&D in terms of novelty, time effectiveness and market readiness. The qualitative lens determines the typical traits of R&D processes within the creative industries. Findings suggest the need for more fine-grained definitions and more flexible evaluations of R&D processes that can shape innovative policies and strategies for future research.
