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Stockholm presentation from DT358 & DT789

Group Assignment - Marketing Logistics [LOGT3002] - Dublin Institute of Technology
by

Lilo Pabst

on 11 December 2013

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Transcript of Stockholm presentation from DT358 & DT789

- the vibrant heart of Sweden -
Stockholm
is, with 1.3 million inhabitants the biggest agglomeration in Sweden
is the 2ND-most knowledge intensive region worldwide
has a number of strong research institutions & internationally competitive clusters
has over 19 higher education institutions among which the three leading universities Sweden
is the center for Swedish research; i.e. expends 1/3 of the total R&D-expenditures
is where Every 3rd Swedish start-up is founded
has a high density of small-sized research-based companies attracting international talent, investment and capital
(i.e. 14% of the total population)
Automatic Identification System (AIS)
Adjustable wrench
HIV tracker
Invisible 'Hövding' bicycle helmet
Pacemaker
Powertrekk (converts hydrogen into electricity)
TetraPak
3-point seatbelt
Ultrasound/ECG
Zipper
- Supply chain effectiveness
State provides inudstry with appropriate facilities such as ...
... exhibiton & working spaces, cultural events, superior infrastructure & access to new technologies
- creative hotspot -
Stockholm
GEOGRAPHY
Sweden was for a long time somewhat isolated from mainstream European cultures
GLOBALIZATION

Traditional & folklore style meets modern design
21st CENTURY
Swedish design is simple & functional but exceptionally innovative
Scandinavian style = branding
Swedish creativity
- tradition & modernity -
Stockholm - innovation plan 2025
- The world's most innovation-driven economy
Attracts more students researchers, experts, entrepreneurs, investors & multinational companies
Encourages extended & improved collaboration between researchers, businesses & political/public sector
Promotes international networks in the field of innovation & research
Increases delivery capability through a larger number of innovation exports companies, expansion of industries with high added value & greater impact of new business areas & models
Swedish government has an action plan to become the most innovation-driven economy by 2025. This policy:
Stockholm - Capital of Scandinavia
Stockholm is making its mark in contemporary culture, in the crossroad between fashion, design, music, computer games, film, literature and advertising.

The potpourri that is the creative industries is a trademark sector of this region, from global fashion retailer HM to music whiz kids like Avicii.

The brand
The brand evolution
Pre 2000 had 2 agencies catering for Visitors and Business Arena, then put under common CEO.
Confused message with 4 specific slogans for
“Mobile valley-IT capital of Europe”
“Biotech – a leading cluster in Europe”
“Environtech – Cleanest capital in World”
“Banking & Finance – financial hub in the Baltic”
CEO resigned in 2004
2007 Stockholm Business Alliance (SBA)-initial 43 municipalities in partnership for FDI with joint responsibility for branding.


FINAL brand
Ranked No 1 in European Cities and Regions of the Future, fDi Intelligence 2012/2013. Ranked No 5 of in Cities of Opportunity 2012, PWC.

Stockholm
Stockholm has more than 50% of creative industry companies in Sweden
= critical mass.

Stockholm more than 50,000 employees in the industry
= supply of labour.

To attract creative employees (Richard Florida*) suggests need 3T approach.
Talent, Technology and Tolerance.

Create a vibrant and bohemian living environment, culture.

Talent
– i.e. educated workforce who want to work in the region. Stockholm has attracted over 80,000* creative industry employees.
» Stockholm was ranked as the Overall Winner 2012 in the category Quality of Life in fDi Magazine’s ranking of European cities and regions of the future.«

Technology
- in the Kista Science city.

Tolerance
– Culture, Race, Lifestyle eg Stockholm Gay and Lesbian Guide : "
IKEA reinvented the closet, but there is no need for it here
”.

- Innovation Hotspot

In attracting new businesses, Stockholm offers a measurable positive economic impact

The city's prospective customers, Like GE and Spotify can see this clearly online before they ever visit the city

Stockholm wins out against competing cities through investment, research, planning and execution

They win by finding out what the customer wants and delivering that on time


Stockholm
- offering a superior value package -
Customer relationships
“Starting a business guide on investstockholm.com says the city has:

▸A straightforward system for business startups

▸ A "Limited liability company" form that is the most used

▸ No requirement for a Swedish partner to start a business
- lowering cost of ownership -
“Of CEO’s in Swedish companies, 70% of them have both an Engineering and a finance background. They are very interested in driving technology to make themselves competitive in the marketplace. That also creates very demanding customers. So for us to work here and interact with these customers, and work together to find new solutions for the global challenges is one of the key reasons why GE really appreciates the Nordic region.”


- value-adding relationships
“Communication is key and actually the ability to meet other people is very valuable. Within Stockholm you can reach anyone within 20 minutes. That goes from Government to organisations to customers to competitors, so rather than spending an hour or so on a flight to meet someone, here you can just walk. “
GE Executive, Stockholm
Customer relationships
-Service quality focus

Stockholm’s marketing emphasis as a city offers organisations the opportunity to cluster with other startups or established businesses
Customer relationships
The Kista Science City area is one of Europe’s biggest ICT clusters.
The combination of highly advanced ICT and local, accessible peer companies tempts businesses to locate in Stockholm
tradition
modernity
cultural diversity
Stockholm
Supply for creative industries is based less on physical attributes and more on ...
Human Capital
Innovation
NETWORKS
A. Local networks -
B. International networks
Extensive and close cooperation in the field of promoting Stockholm's creative assets between
private enterprise, research & public sector
Metro Regions Project
with Coppenhagen & Helsinki
(= cities under similar conditions (size/geography/wealth/...)
promote & ease 'triangle' networks/relationships
pool ideas &knowledge instead of competition
co-funding of projects, events & research
Maintenance & extension of global networks
Entrepreneurship
- from supply chains to supply networks
- Supply chain effectiveness
Stockholm
Public Support
3 Swedish
Ministries
(i.e. Culture/Enterprise/Energy-Communication) are in charge of supporting
the development Stockholm's creative industry
State provides creative industry with
key enablers
such as ...
... 'Kista Science City' & the 'Kulturhuset' simultaneously serve as industry network & opportunity to find investors
... exhibition & working spaces, cultural events, infrastructure, access to superior technology & funding of specific projects
State acts to increase
public awareness
for creative branches ...
... cultural/scientific mini cities within Stockholm such as 'Kista Science City' & the 'Kulturhuset'
Sweden can't compete pursuing a low cost strategy, but can from its ability to
create and invent through
...
.... extensive funding of educational & research projects

Guarantees sufficient
protection

of
knowledge through laws & penalties
CROSS-FERTILIZATION
Strong sectors in Stockholm such as the highly competitive ICT sector
ICT helps to spread creative content
Creative ability helps ICT to become visually more attractive
Networking & collaboration among all industries helps to transfer ideas from one industry to another & creates the will to break with traditional approach
= more creative & innovative supply chain solutions
CASE STUDY:
flat packaging
lighter & recyclable products
global distribution networks & partnerships
eliminating warehouses; i.e. warehouses =retail store
integration: customer take over operations; i.e. searching, picking, outbond logistics
creative, not traditional & innovative approach
lower transport, labour &
handling costs
sustainability
lower inventory & less tied up capital
= Supply Chain Superiority
- Supply chain effectiveness
Stockholm
10 world-shaping Swedish
innovations & Companies
-
-

Kulturhuset
Kista Science City
5. Bibliography
http://www.investstockholm.com/en/Stockholm-region/Creative-industries/
http://www.euractiv.com/innovation-enterprise/talent-technology-tolerance-key-news-222484
http://creativebusiness.org/creative-cultural-industries/european-cluster-report

http://creativebusiness.org/creative-cultural-industries/european-cluster-report
http://www.euractiv.com/innovation-enterprise/talent-technology-tolerance-key-news-222484
http://www.investstockholm.com/en/Stockholm-region/Creative-industries/
https://www.spotify.com/ie/jobs/opportunities/
http://www.regeringen.se/sb/d/7678/a/99863
http://press.stockholmbusinessregion.se/Documents/Facts-statistics/Stockholm_Business_Region_Annual_Report_2012.pdf (Annual Report 2012 )
http://suls.se/business-opportunities/why/innovation/
http://kulturekonomi.se/uploads/tnielsen-culturaleconomy-ver11.pdf
http://www.alexandersoninstitutet.se/publicerat/todo/en-GB/offline/download.pdf
http://www.creativemetropoles.eu/city/stockholm
http://www.mynewsdesk.com/stockholmbusinessregion/pressreleases/stockholm-a-scene-for-creativity-823472
http://stockholmitregion.com/why-stockholm/one-of-the-worlds-leading-ict-clusters/
http://www.swedishwire.com/business/17547-tips-from-an-insider-stockholm-tech-start-ups
http://pando.com/2012/11/20/why-tiny-stockholm-has-the-most-stunning-startup-ecosystem-since- tel-aviv/
http://www.kth.se/en/samverkan/industriella-avtryck/foretagsexempel/spotify-1.60687

//www.youtube.com/watch?v=rJjX0g1llQE
http:
http://www.culminatum.fi/tiedostot/Clusters_FINAL.PDF
http://www.sverigeturism.se/smorgasbord/smorgasbord/culture/lifestyle/art.html
http://businesscasestudies.co.uk/ikea/building-a-sustainable-supply-chain/introduction.html#axzz2mu1aPiY9
http://www.lansstyrelsen.se/stockholm/SiteCollectionDocuments/Sv/publikationer/2012/Innovationsstrategin-engelsk-version.pdf
The city :
http://www.investstockholm.com/Documents/Invest%20Sweden/Starting%20a%20business%20in%20Sweden%20Introduction.pdf


http://www.investstockholm.com/en/About-Us/About-SBRD/
http://www.investstockholm.com/en/Stockholm-region/
Structure
1. Stockholm - General Information
2. Supply Chain Effectiveness
3. Branding & Innovation
4. Customer Relationships
5. Bibliography
Marketing
Advantage
2. Supply Chain Effectiveness
4. Customer Relationships
3. Branding &
Innovation
Marketing
Advantage
2. Supply Chain Effectiveness
4. Customer Relationships
3. Branding &
Innovation
Marketing
Advantage
2. Supply Chain Effectiveness
4. Customer Relationships
3. Branding &
Innovation
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Thanks for your attention! :)
Thank y u
http://allaboutsweden.com/category/sweden-facts/#sthash.NUWii0Vq.dpbs
http://www.culturalentrepreneur.se/category/the-swedish-council-of-cultural-and-creative-industries/
http://generatorsverige.se/in-english
&
Full transcript