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Creativity at work: the production of work for sale by brand ambassadors

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  • Guillaume Dumont

Abstract

Creative work has emerged at the core of the new economy and is primarily studied in the art and the media, music and advertising business. This article presents data from an ethnographic research with professional rock climbers. It argues that the production of work for sale by these climbers is a form of creative work. The thread of the argument is twofold. First, their work is inextricably intertwined and paced with highly creative activities. Second, it is anchored in a complex system of communication aiming for the production and dissemination of experiences through media production.

Suggested Citation

  • Guillaume Dumont, 2018. "Creativity at work: the production of work for sale by brand ambassadors," Journal of Cultural Economy, Taylor & Francis Journals, vol. 11(1), pages 69-82, January.
    • Handle: RePEc:taf:jculte:v:11:y:2018:i:1:p:69-82
    DOI: 10.1080/17530350.2017.1403947
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    Cited by:

    1. Dumont, Guillaume & Ots, Mart, 2020. "Social dynamics and stakeholder relationships in personal branding," Journal of Business Research, Elsevier, vol. 106(C), pages 118-128.

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