The Creative Economy is an analytical category that encompasses a very diverse array of sectors. It includes heritage and cultural products, such as handicrafts, and it incorporates the software designers that fashion the digital economy and influence the future of the whole of society (Dubina and Campbell, 2019). In a world of global networking, via the evolution of digitalization and the changing behaviour of people, both as producers and as consumers, analysis needs to look beyond individual creativity. Today, business innovation is the process of both generating and applying creative ideas in a commercial context (Bakhshi and Mc Vitte 2009). At the same time, even the most traditional, cultural or heritage-dependent creative activities are being transformed by the evolution of technologies.

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