Organisational marketing in the creative industries

Purpose – The marketing of small‐ to medium‐sized enterprises (SMEs) can face many challenges, particularly for those operating within the creative industries. The purpose of this paper is to describe an inductive and exploratory case study approach to empirically investigate the issues and complexities uncovered when taking a mainly internal, organisational perspective to creativity, identity and the brand.Design/methodology/approach – Issues of commitment, identification and alignment were considered and how these relate to the SME brand. Then the relevance and advantages associated with adopting an inductive case study approach, from an interpretative perspective were discussed. This incorporates multi‐level interviews and thematic analysis with the aid of various qualitative data analysis software packages (C‐I‐Said, NVivo and QDA Miner).Findings – The themes uncover and explore some of the subtle complexities involved with organisational marketing for SMEs within the creative industries. These themes...