Presentación de Thomas Lammer-Gamp, director de ESCA, Think up Culture! ICC, clústers, industrias emergentes, Europa, cross-sectorial

1. THINK UP CULTURE! International Conferences on Patronage of the Cultural
and Creative Industries
CCI as emerging industries in Europe
Thomas Lämmer-Gamp, Director
ESCA – European Secretariat for Cluster Analysis
c/o VDI/VDE Innovation + Technik GmbH
+49 30 310078 414
tlg@vdivde-it.de
www.cluster-analysis.org
February 5th , 2015, Palma

2. Who are we?
Read more at www.cluster-analysis.org.

3. Emerging industries,
creative industries and
the Balearic Islands

4. What the hell is an emerging industry?
Emerging industries can be understood as either new industrial
sectors or existing industrial sectors that are evolving or merging
into new industries. They are most often driven by key enabling technologies, new
business models such as innovative service concepts, and by societal challenges such as
sustainability demands that industry must address as a matter of survival. Such challenges
include, for example, climate change and the aging society that call for the unlocking of
Europe’s entrepreneurial potential. Many emerging industries like creative
industries, mobile and mobility industries or eco-innovative
industries have in common that they grow out of already existing
industries and hence cut across different traditionally defined
sectors in building new industrial landscapes and value chains that integrate cross-sectoral
competences and linkages. As emerging industries are often characterised by high growth rates
and further market potential, they hold the key to future competitiveness and prosperity.
(Source: European Commission)

5. Definition and evolution of creative industries
Creative industries are ”industries which use culture as an input and have
a cultural dimension, although their outputs are mainly functional. They
include architecture and design, which integrate creative elements into wider
processes, as well as subsectors such as graphic design, fashion design or
advertising.”
Source: European Commission: Green paper – Unlocking the potential of cultural and creative industries, Communication COM (2010) 183
Evolution of Creative Industries
(Employment in 1996 = 100)
Source: European Cluster Observatory 2014
(http://ec.europa.eu/enterprise/initiatives/cluste
r/observatory/cluster-mapping-
services/index_en.htm)

6. Composition of creative industries (statistical analysis): Engineering,
computer programming/consultancy, architects, design…but where are the
artists? Creative Industries
Activities of
call centres
Activities of
employment
placement
agencies
Activities of head offices
Activities
of holding
companies
Architectural
activities
Business and other management consultancy activities
Combined
facilities
support
activities
Computer consultancy activities
Computer
facilities
management
activities
Computer programming activities
Data processing, hosting
and related activities
Engineering activities and r elated technical consultancy
Organisation
of
conventions
and trade
shows
Other human
resources provision
Other information
technology and computer
service activities
Other professional,
scientific and
technical
activities n.e.c.
Renting
and
leasing
of
trucks
Taxi operation
Technical testing
and analysis
Translation and
interpretation
activities
Advertising agencies
Book
publishing
Library and
archives
activities
Market
research
and public
opinion
polling
Media
representation
News
agency
activities
Other
information
service
activities
n.e.c.
Other
publishing
activities
Public
relations and
communication
activities
Publishing of
directories and
mailing lists
Publishing of journals
and periodicals
Specialised
design
activities
Web
portals
Motion picture, video and tele vision
programme post−production activities
Business Services
Marketing, Design,
and Publishing
Video Production
and Distribution
Source: European Cluster Observatory

7. Creative industries on the Balearic Islands
Source: European Cluster Observatory 2014
Weak in terms of size, specialisation,
productivity and dynamism

8. Developing creative
industries through
cluster-based
collaboration with
other industries

9. Specific characteristics of creative industries
There is no one size-fits-all picture of the
creative industries as its individual
branches are very heterogeneous in
terms of company structures, turnover,
employment, markets, distribution
channels and business models.
Common to creative industries is that the
economic relevance of micro enterprises
is much higher than in other industry
sectors. In Germany more than two third
of the enterprises are “lone wolves” and
nine out of ten companies have less than
ten employees.
Weak relationships between creative industries and traditional industries –
potential for innovation that needs to be unlocked! Cross-sectoral collaboration,
cross-innovation, spill-overs…
Source: Prognos/Fraunhofer ISI, 2012: Die Kultur- und
Kreativwirtschaft in der gesamtwirtschaftlichen
Wertschöpfungskette – Wirkungsketten, Innovationskraft,
Potenziale, p. 65

10. …developing such cross-
sectoral collaboration
through clusters as a
way to strengthen the
relationships…
…just one part of the
solution and a difficult
one…

11. What is a cluster? Clusters are not a nonbinding platform
for occasional projects! They are strategic industrial
networks!
Theme- and objective-driven
industrial networks that aim at the
common development of products,
services and processes.
→ emerging industries = new value
chains → “think outside NACE
boxes”!
Framework conditions
(e.g. infrastructure, regulation, work force, level of
education, image, macro economy)
Cluster participants
(business, research, public agencies)
Cluster management organization
Role of policy: enabling the development of such industrial networks by
creating conducive framework conditions and, if necessary, providing technical
and financial assistance through programmes.
…but there is also a role industry is responsible of!

12. Advice to policy makers: Integrated Cluster Development
Strategy
Source: Christensen/Lämmer-Gamp/Meier zu Köcker, 2011: Let‘s make a perfect cluster policy and cluster programme, Copenhagen/Berlin, p. 19

13. Strategy model 1:
Solitaire projects in one industry
with limited strategic linkages –
sustainable business model?
Source: Technology Network Ostwestfalen Lippe – it’s owl, www.its-owl.de/en/home
Strategy model 2:
Linking industries through projects!
= sustainable business model!
= cross-innovation!
Advice to industry: successful cluster strategies link
different projects across industrial sector boundaries!

14. Identify cross-sectoral
opportunities as a crucial
element of developing a
CCI cluster!

15. Maintaining and increasing competitive advantage through creating new
industries: the example of e-mobility – from automobiles to mobility
concepts and more
People,
goods/services
 smartphones
 mobility
Power grid
 Infrastructure
development
 Smart-Grid
Charging
stations
Concepts
 public
 semi-public
 private
 technologies
 conductive/
inductive
 alternating
current/direct
current
Vehicle
interfaces
 vehicle ICT
 Charging tech.
Vehicle use
 car-to-car
 fleet
management/back
-end
 logistics
Modes of transport
 interface public
transport
 intermodal transport
 mobility services
Energyproduction
City &
living
 smart home
 smart city
 storage
Source: Fraunhofer Institut
für Arbeitswirtschaft und
Organisation

16. Hot spots –
funding of electro
mobility projects
(programmes of
the German
federal
government)
Source: iit – Institut für
Innovation und Technologie,
www.iit-berlin.de

17. Hot spots: value
chain
characteristics –
opportunities for
CCI to link with!
Source: iit – Institut für
Innovation und Technologie,
www.iit-berlin.de

18. How to support it: advice
to policy makers

19. Forecast analysis of
emerging industries
Clusters and cluster
management organisations
Supporting instruments
Facilitation of cross-innovation
Allocation of funding – hot spots Focus on value chain parts
Facilitation of
cross-
industry
clusters! Create
cross-sectoral
industrial
networks that are
theme- and
objective driven!
Innovation vouchers,
information
campaigns, industry-
to-industry
dialogues, business
coaching and
advice, R&D
programmes, …
Source: Lämmer-Gamp, 2014: Creative Industries
– Policy recommendations: Promotion of Cross-
Innovation from Creative Industries, Berlin

20. More details on cluster policies, cluster strategies and
cross-sectoral collaboration of CCI
Available at
http://www.cluster-
analysis.org/downloads/Cl
usters_web_singlepage_06
092012.pdf
Available at
http://www.cluster-
analysis.org/
downloads/InputPaper_C
OMWorkshopSeptember_
published_140918.pdf
Available at
http://www.iit-
berlin.de/de/publikationen
/creative-industries/

21. Q & A