Quality Assessment in Creative Industries

<p><span style="font-size: 10pt; font-family: Arial, sans-serif;">&nbsp;&nbsp;</span><span lang="EN-US" style="font-size: 10pt; font-family: Arial, sans-serif;">One of the most important characteristic of any product is quality. Quality allows consumers to differentiate products and services and choose the best ones.&nbsp; Companies that are interested in market leadership must organize their quality management using an effective way because a good quality management is a competitive advantage. Therefore, a quality management is significant for any companies operating in different spheres. Creative industries as a key sector of modern economy are not an exception. But in context of Russian reality producers do not pay attention to quality of creative products. According to E. Zelentsova and E. Melvil (2011), well-recognized specialists in creative industries, deficit of high quality creative products is one of the problems in Russian creative industries.<o:p></o:p></span></p><p><span lang="EN-US" style="font-size: 10pt; font-family: Arial, sans-serif;">&nbsp;&nbsp;&nbsp;&nbsp;&nbsp;&nbsp; In this research a new quality evaluation model will be developed. This model will concern two quality evaluation methods: formalized and non-formalized. The first one will be based on technical standards which depend on a specificity of a particular product and a particular industry. The second will be based on consumer evaluation because it will be difficult to define standards in this method. The combination of these methods will be an overall estimate of the quality of the creative product.<o:p></o:p></span></p>