This episode discusses the last three chapters of the book. The culture of innovation is presented as one of the key aspects in cultural and creative management. The different types of innovation that enterprises can generate are discussed. Likewise, some tools that ventures must establish to promote innovation in products, processes, organizational and marketing are discussed. Creative ecosystem is also presented as a field of action of cultural and creative enterprises to promote sector sustainability. Finally, the concept of cultural citizenship is presented as a field of action of the social impact that cultural and creative enterprises must address. Concepts such as creative, ethical, social and local development impact are discussed. These elements are considered as key objectives for sustainability in the cultural and creative sector and in society.