Edinburgh Napier University

  Digital technologies have had profound impacts on the whole value chain of the creative sector. Arts, cultural, and heritage organisations and practices are under pressure to adapt to digitisation rapidly, so that they are fit for business in a digital economy. They currently face a major significant challenge: how to adapt to and cope with emerging digital behaviours as they impact traditional artistic, audience development, organisational and business practices.

The AmbITion Approach, a new change management methodology,
was applied to over 25 Scottish creative enterprises. The approach is cross-discipline: combining action research with design thinking and management consultancy methods, and is a framework for strategic organisational development and change. Doctoral research is studying the concepts, methodologies, and tools of The AmbITion Approach.

This paper considers research methods and implications for practice in the field of digital technology management in the creative and cultural industries. It highlights aspects of participants’ experiences, with case study examples of when action research has become industrial/sectoral practice. The paper identifies and discusses the methods of how new practices were shared more widely with the creative industries, and how research was therefore embedded in the outputs, outcomes, and new on-going practices of businesses within the sector.