Il fut un temps où les organisations relevant des industries culturelles étaient relativement à l'abri de la compétition internationale du marché en raison des barrières linguistiques et réglementaires, ainsi que des subventions gouvernementales. En conséquence, elles pouvaient se permettre de se concentrer sur des intérêts artistiques et créatifs. Mais les industries culturelles étant maintenant, dans la plupart des pays, ouvertes à la concurrence internationale, leurs ressources doivent, de plus en plus, être affectées aux nouveaux produits pour lesquels il existe une demande significative du marché, ou pour lesquels la demande peut être encouragée grâce à des activités créatives de marketing. L'amélioration des taux de succès des produits développés par les organisations culturelles peut contribuer de façon importante à fournir aux consommateurs un environnement culturel plus riche. C'est la raison pour laquelle cet article étudie la littérature de recherche de langue anglaise concernant le développement de nouveaux produits, en s'intéressant plus particulièrement aux aspects concernant les producteurs d'industrie culturelle en provenance de plus petits marchés, comme le Canada.
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