Media industry creativity management applied to technology

Six cases of media companies venturing into technological innovation are studied. These companies feature expertise in creativity management but lack experience in managing technological innovation, production, or marketing. Failures highlight the needs for clear project definition and comprehension of the project from the outset. Success stories indicate lessons to be learned from media creativity management: the tailoring of ad hoc groups, openness to hiring the very best outside consultants, centralized decision making, top management authority and interest, legitimacy of intuitive decision making, and the creative individual in focus.