C
A
R
I
B
B
E
A
N
C
R
E
A
T
I
V
E
S
Towards an Innovation Governance Agenda6 The foregoing analysis suggests that there is a clear need for a coherent innovation governance agenda that pulls together the key strands for market development across a wide range of stakeholders. One of the key interventions that are required is that of intellectual property protection (see Figure 1). The creative industries cannot survive in the marketplace without adequate protection from copyright infringement. Without such protection, creative entrepreneurs would be at the mercy of piracy, bootlegging, counterfeiting, and other forms of infringement, such as unlicensed broadcasting. The second key intervention that is required is investment in innovation and/or research and development, which in the creative industries means investment in human and creative capital. For example, in the music industry this is referred to as artists and repertoire (A&R). This is a critical area because the creative industries start with creativity and it accounts for a large share of investment. The third key intervention of the creative industries relates to marketing and distribution. Client or audience loyalty is di?cult to build and predict, hence the need for signi?cant resources in terms of marketing and building a brand. What is also evident is that there is product di?erentiation based on genre or speci?c markets. This calls for lifestyle marketing or niche marketing. This entails an integrative marketing strategy that heuristically combines, for example, intellectual property rights/assets with social and territorial marketing campaigns to open up communication channels to speci?c groups in the form of cause-related marketing. Another key area for investment is in knowledge creation and training. Upgrading the human resource capabilities of the creative sector through training in the arts as well as training in arts administration, management and creative entrepreneurship is vital. Investment in infrastructure for educational facilities involved in the arts is also needed. To build global competitiveness creative industry ?rms need to attract adequate ?nancial resources to cover the cost of artistic production; to cover the fees of industry facilitators like entertainment lawyers, booking agents, publishers, promoters and technical services; to bear the relevant risks in marketing and promotion; to bundle intellectual property rights and protect them and to be able to gain from ancillary markets such as merchandising. Improved access to ?nance, credit and business support services is critical for start-up and e