Strategy as practice in creative industries: The past and future of academic production

Strategy as practice is increasingly expanding and consolidating in management research. Although there are still few studies on the creative industries, strategy as practice has significant potential for growth and contribution in this field. This article systematically reviews academic production on strategy as practice in the creative industries. The review identified, selected, and analyzed academic publications, supporting the classification of the main methodological approaches used and the theoretical categorization of relevance, conceptions, absences, and challenges in research on strategy as practice in the creative industries. Other research results involve the discussion of cross-contributions between these fields of knowledge and perspectives for renewing the future of their academic production.