Upload
joe-cortright
View
852
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Content Technology Cluster Presentation
Citation preview
Cluster Approaches to Cluster Approaches to Content TechnologyContent Technology
Joe CortrightJoe Cortright
July 2009
w w w . i m p r e s a c o n s u l t i n g . c o m
RoadmapRoadmap
Defining ClustersCluster Analysis & OrganizationStrategiesDeveloping a Work Plan
1. Defining Clusters1. Defining Clusters
w w w . i m p r e s a c o n s u l t i n g . c o m
ClustersClusters
IdeasRelationshipsPlace
w w w . i m p r e s a c o n s u l t i n g . c o m
DefinitionDefinition
Cluster: A geographically bounded group of similar or related firms--connected by common markets, technologies or knowledge--their suppliers, their skilled workers and supporting institutions
w w w . i m p r e s a c o n s u l t i n g . c o m
What makes Clusters Tick?What makes Clusters Tick?
Rivalry & Cooperation
Customers
Suppliers
Inputs
Source: Michael Porter, Harvard Business School
w w w . i m p r e s a c o n s u l t i n g . c o m
The Microbrew ClusterThe Microbrew Cluster
Competition & Brewer’s Guild
Savvy Beer Drinkers,HomebrewersSmall Restaurants
Equipment Makers,Creative Services
Hops, Water,Brewmasters
RivalryRivalry
SuppliersSuppliers
CustomersCustomersInputsInputs
w w w . i m p r e s a c o n s u l t i n g . c o m
Typologies of ClustersTypologies of Clusters
Buyer-supplier and value chainInter-firm relationshipsGeographic extentCluster life cycleOther issues (Awareness)
w w w . i m p r e s a c o n s u l t i n g . c o m
Micro-foundations of ClustersMicro-foundations of Clusters
Labor market poolingSupplier specializationKnowledge spilloversEntrepreneurshipPath dependence and lock-inCultureLocal demand
w w w . i m p r e s a c o n s u l t i n g . c o m
Clusters as a Framework for PolicyClusters as a Framework for Policy
An organizing principle for engaging a region in a discussion of its economic strengths and weaknesses
A flexible tool at the intersection of analysis and policy-making
Best efforts integrate quantitative and qualitative methods
2. Analysis & Organization2. Analysis & Organization
w w w . i m p r e s a c o n s u l t i n g . c o m
Analyze – Organize – Act - RepeatAnalyze – Organize – Act - Repeat
Define Cluster
Convene Firms
Gather DataTake Action
Quantitative ApproachesQuantitative Approaches
Starting Points
w w w . i m p r e s a c o n s u l t i n g . c o m
Employment DataEmployment Data
Five Flavors– Covered Employment and Wages
(OED/BLS)– Current Employment (OED/BLS)– County Business Patterns (Census)– Regional Economics Information
System (BEA)– Quality Workforce Information (Census)
w w w . i m p r e s a c o n s u l t i n g . c o m
Firm DataFirm Data
– Dun & Bradstreet– Corp Tech– Superpages– Trade association directories
w w w . i m p r e s a c o n s u l t i n g . c o m
Visualizing ClustersVisualizing Clusters
Diagramming clustersMapping clustersGenealogies
w w w . i m p r e s a c o n s u l t i n g . c o m
Prim
ary M
etals
Fab
ricated
Metals
Mach
iner
y
Tran
spo
rtation
E
qu
ipm
ent
343
85
192
30
141 120
Metals Industry Value Added Metals Industry Value Added ChainChain
Estimated Inter-Industry Purchases, $ Millions, 1992
w w w . i m p r e s a c o n s u l t i n g . c o m
Related Industries
Commercial Printing (2752, 2754, 2759)Prepress (279)Ad. Signs (3993)
Printing
Staffing Agencies (7363)
The Creative Services ClusterThe Creative Services Cluster
Newspapers (2711)Magazines (2721)Radio (4832)Cable (4841)Television (4833)
Media
Internet Service Providers
Educational/CulturalPerforming ArtsMuseumsArt SchoolsGalleries
Telecommunication & Cable Providers
Education & Training Institutions
Other IndustriesIn-House “Shops”
Advertising/Public Relations
Film & Video
Software/Multimedia
SIC 737Content DesignersMultimediaWeb Sites
SIC 874, 731
SIC 781, 782FilmVideoAllied ServicesSound Studios (7389)
Freelancers & Self-employed(Supporting all industry groups)
Commercial photographers (7335)Graphic Design (7336)Writers (8999)Producers/Actors (792)
Additional Human Resource Providers
w w w . i m p r e s a c o n s u l t i n g . c o m
Understand Cluster GeographyUnderstand Cluster Geography
Source: ABI Directory Listings
Only Oregon firms are shown
but Cluster on Westside and in Central City
w w w . i m p r e s a c o n s u l t i n g . c o m
EDA Software Firms Cluster on WestsideEDA Software Firms Cluster on Westside
Source: Business Journal Top 25 List
Electronic Design Automation (EDA) Software Firms support the region’s high technology industries by producing software to design electronic circuits and printed circuit boards.Circles are proportionate to number of employees.
w w w . i m p r e s a c o n s u l t i n g . c o m
Multimedia Software Firms Located Multimedia Software Firms Located in Central Cityin Central City
Multimedia firms are located primarily in the Central City with some located on the Westside
Source: Business Journal Top 25 List
w w w . i m p r e s a c o n s u l t i n g . c o m
Evolution of FirmsEvolution of Firms
Qualitative ApproachesQualitative Approaches
Narrative and Dialog
w w w . i m p r e s a c o n s u l t i n g . c o m
Remember the Diamond?Remember the Diamond?
Rivalry & Cooperation
Customers
Suppliers
Inputs
w w w . i m p r e s a c o n s u l t i n g . c o m
This Suggests Some QuestionsThis Suggests Some Questions
Who are your competitors?
Who do you sell to?
Who do you buy from?
Where do you getInputs and workers?
w w w . i m p r e s a c o n s u l t i n g . c o m
Questions to AskQuestions to Ask Who is in your industry cluster?
– Principal customers– Suppliers– Competitors
What is your firm’s (your industry cluster’s) source of competitive advantage?
How has your industry changed in the last 10 years? What are the biggest challenge’s your industry cluster
faces in the next 5 to ten years? Where do the people in your industry cluster come from? Who else should be in the room?
w w w . i m p r e s a c o n s u l t i n g . c o m
SWOTSWOT
A Standard Approach – Strengths– Weaknesses– Opportunities– Threats
w w w . i m p r e s a c o n s u l t i n g . c o m
Refine Cluster DefinitionsRefine Cluster Definitions
Group industries based on common technology, markets, labor, input-output relationships
Triage– Blatant– Latent– Emerging
w w w . i m p r e s a c o n s u l t i n g . c o m
How Good Are You?How Good Are You?
High Tech– Produce 10% of all
US semiconductors– High Location
Quotients in Employment & R&D
– Relatively Higher Wages
– Outperformed US industry
Biotech– Rank in 30s in size
of industry/research
– Very Low Location Quotient
– Wages below US average
– No significant growth
w w w . i m p r e s a c o n s u l t i n g . c o m
BiotechnologyBiotechnology
3. Strategies3. Strategies
w w w . i m p r e s a c o n s u l t i n g . c o m
BiotechBiotech
San DiegoOne of 3 Leading
Biotech CentersResearchVCStartups
w w w . i m p r e s a c o n s u l t i n g . c o m
StrategiesStrategies
Research InvestmentNetworking
– UCSD Connect
w w w . i m p r e s a c o n s u l t i n g . c o m
MicrobreweriesMicrobreweries
Largest Center of Microbreweries in US
29 in City of Portland
5 times as likely to drink microbrew as typical US consumer
w w w . i m p r e s a c o n s u l t i n g . c o m
Cluster StrategiesCluster Strategies
DeregulationSupport for Marketing
w w w . i m p r e s a c o n s u l t i n g . c o m
Specialty FoodSpecialty Food
Natural, Organic & Local Foods
Chef/Farmer Collaborative
Ranks Second in restaurants per capita
w w w . i m p r e s a c o n s u l t i n g . c o m
Cluster StrategiesCluster Strategies
Marketing assistanceFarmers marketsCertification
w w w . i m p r e s a c o n s u l t i n g . c o m
Recreational VehiclesRecreational Vehicles
Second largest cluster of RV makers in US
Coburg, OregonMonaco, Marathon,
local suppliers
w w w . i m p r e s a c o n s u l t i n g . c o m
Cluster StrategiesCluster Strategies
Workforce TrainingCooperative Curriculum
w w w . i m p r e s a c o n s u l t i n g . c o m
Green BuildingsGreen Buildings
More LEED accredited green buildings (70) than any other city in the US
Direct payrolls associated with green building are estimated to range between $350 and $960 million annually in Portland
w w w . i m p r e s a c o n s u l t i n g . c o m
Cluster StrategiesCluster Strategies
Industry organizationLocal regulationsNational marketing
w w w . i m p r e s a c o n s u l t i n g . c o m
Athletic Apparel & FootwearAthletic Apparel & Footwear
Nike, Adidas, Columbia
Nearly 10,000 employees
Leading center for design
Attracting others, creating startups
w w w . i m p r e s a c o n s u l t i n g . c o m
Cluster StrategiesCluster Strategies
????
w w w . i m p r e s a c o n s u l t i n g . c o m
Nursery ProductsNursery Products
$800 million annual sales
1,000 producersEconomies of
scope
w w w . i m p r e s a c o n s u l t i n g . c o m
Cluster StrategiesCluster Strategies
Industry associationLand use planningRegulatory cooperation
w w w . i m p r e s a c o n s u l t i n g . c o m
BiotechBiotech
San DiegoOne of 3 Leading
Biotech CentersResearchVCStartups
w w w . i m p r e s a c o n s u l t i n g . c o m
StrategiesStrategies
Research InvestmentNetworking
– UCSD Connect
4.4. Developing a Work PlanDeveloping a Work Plan
w w w . i m p r e s a c o n s u l t i n g . c o m
Cluster DefinitionCluster Definition
What is “content technology”Who’s in?Who’s out?
w w w . i m p r e s a c o n s u l t i n g . c o m
Convening FirmsConvening Firms
Public/quasi-public as “convenor”Start the discussionIndustry-led, industry-owned
w w w . i m p r e s a c o n s u l t i n g . c o m
Outlook and AspirationOutlook and Aspiration
Focus on the future of the industryWhere is it headed?What matters?Who are competitors?Be open-ended
w w w . i m p r e s a c o n s u l t i n g . c o m
Balance Top-Down and Bottom-UpBalance Top-Down and Bottom-Up
Top-down: the cluster umbrella– Everybody is included– Broad consensus/low commitment– Position
Bottoms-up: multi-firm collaboration– Self-identified sub groups– Narrow focus/high commitment– Action
w w w . i m p r e s a c o n s u l t i n g . c o m
Policy OptionsPolicy Options
Let policy options emerge from industry discussion
Let industry set prioritiesAllow options you can’t influence,
i.e. federal or politically “impossible”
Cluster Approaches to Cluster Approaches to Content TechnologyContent Technology
Joe CortrightJoe Cortright
July 2009