Description
A practice textbook for business and creative-practice students learning to make strategy, brand, intellectual-property, channel, platform, and labor decisions in fashion, design, media and culture, art markets, and creative entrepreneurship. Original short teaching cases cover limited-drop pricing, licensing versus own-label, gallery and direct-to-consumer choices, influencer lock-in, sustainability claims, festival clauses, generative AI in the studio, and freelance versus studio contracts. The book includes a portable case method, discussion and pitch tools, a creative-business decision checklist, a class-design capstone, and instructor notes. Sole author: Cheng Xu (Xu Cheng), Department of Strategic Management and Organisations (SMO), IBSS, Xi'an Jiaotong-Liverpool University.