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Creative entrepreneurship: indicators, tools and strategies for development of creative industries

OMSK (23th October 2013)

Giulio Stumpo

on 1 December 2013

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Transcript of Creative entrepreneurship: indicators, tools and strategies for development of creative industries

Creative entrepreneurship:
indicators, tools and strategies for development of creative industries

what is creativity?
giulio stumpo

unfortunately we
need a classification!

exept where otherwise noted in this presentation, this work is licensed by
giulio stumpo
under the creative commons
The UNCTAD classification of creative industries
Creative industries
Arts and craft, festivals and celebrations
Traditional cultural expression
Live music, theatre, dance, opera, circus, puppetry
Performing arts
Film, television, radio, other broadcasting
Software, video games, digitalized creative contents
New media
Architecture, advertising, creative R&D, cultural and recreational
Creative services
Interiors, graphic, fashion, jewellery and toys
Book, press, and other pubblications
Publishing and printed media
Paintings, sculptures, photography and antiques
Visual arts
Archaeological sites, museums, libraries, exhibition, etc.
Cultural sites
The Italian white book on creativity
Material culture
Content, information,
communication production
Historic and Artistic Heritage
Джулио Стумпо
Culture and creativity for the social quality
Industrial design
Craft design
Taste industry
Television and Radio
Book and press
Performing arts
Contemporary art
Production of creativity
Distribution of creativity
Consumption of creativity
The value chain
Euro-Creativity Index
Macro-Economic Approaches
Euro-Tolerance Index
Euro-Talent Index
Euro-Technology Index
Attitude index: a mesurement of people attitude towards minorities
Value index: a mesurement of different socio-economic aspects (Religion, nationalism, autority, women's rights, family, abortion, homosexual rights, divorce etc.)
Self-expression index: a mesurement of attitude towards democracy, culture, quality of life, entertainment, leisure.
Output-Outcomes of Creativity
HK creativity index
Creative class: employment in the creative sector
Human Capital Index: mesurement of the percentage of population (aged 24-64) with a Bachelor's degree or above
Scientific Talent Index: number of scientists, researchers and engineers per 1.000 workers
Innovation index: number of patents per 1mln of population
High-Tech Innovatio Index: number of patents in High-tech per 1mln population
R&D Index: Expenditure in R&D as percantage of GDP
Human Capital
5 pillars of creativity
Number of hours dedicated to art and culture in primary and secondary schools
Number of art schools per million population
Number of students in culture-related sectors
Percentage of cultural employment on total employment
Openess and diversity
Cultural Environment
Institutional Environment
Percentage of population with attitude and tollerance towards minorities
Percentage of population interested in art and culture
Market share of non-national movies
Level of pluralism in media
Share of foreign workers in the cultural employment
Average annual expenditure for culture per household
Percentage of population attending cultural activities in the last 12 months
Number of public theatre per capita
Number of public museums per capita
Number of public concert hall per capita
Number of cinema per capita
Added value of creative industries as percentage of GDP
Number of persons engaged in creative industries as percentage of total employment
Share of goods trade of creative industries relative to total goods trade
Share of services trade of creative industries relative to total services trade
Value added of SMEs as percentage of GDP
Percentage of business receipts from selling goods, services or information through electronic means (e-commerce)
Economic contribution of creativity
Ability of local enterprises to sell branded products in international market
Ability of local enterprises to acquire new technologies
Productivity growth of economic sector
Total number of patent applications per population
Percentage of patent applications originated from local applicants relative to gross number of patent applications
Average annual growth of patent applications
Inventive activities
Broadband penetration rate
Percentage of households who have personal computers and video game consoles at home
Tax break for artists or people who work in the creative sector
VAT rates on books, press, sound recordings, video, film receipts, freelance authors, visual artists
Tax incentives concerning donations and sponsoring
Direct public expenditure on culture
Level of state funding to cinema
Level of state funding to public TV
Level of rights collected by authors in music per capita
Values added of creative industries as % of GDP
Turnover in music industries per capita
Turnover in book industries per capita
Turnover in cinema industries per capita
Number of feature films produced per year and per capita
Number of recordings released per capita
Number of books published per year and capita
Number of design applications per million population
Cultural Capital
Human Capital
Social Capital
Structural/Institutional Capital
Indipendence of legal system
Efficency of legal system
Protection of property rights
Protection of intellectual property rights
Accessibility to buy pirated or counterfeit goods compared with the past 12 months
Legal system
Freedom of press
Ratification of international treaties covering human rights and arts and culture
Percentage of establishments using personal computers
Percentage of establishments with internet connection
Percentage of establishments with web page / web site
Percentage of households using personal computers
Percentage of households with internet connection
Mobile phone subscribers per population
ICT (Information Communication Technology)
Registered public library users per 100 people
Number of books in public libraries per 100 people
Seating capacity of performance arts venue per population
Community halls per population
Civic centers per 100,000 people
Number of declared monuments per population
Number of leisure facilities per population
Number of religious meeting places per population
Number of Non-government organizations (NGO) per population
Public museums per 100,000 people
Number of cinema seats per population
Radio sets per 100 people
Television set per 100 people
Social and Cultural Infrastructure
Total number of SME establishments
Number of listed companies
Annual growth of capitalization of stock market
Market value of inward direct investment
Market value of outward direct investment
Growth rate of venture capital
Enterpreneurship and financial infrastructure
R&D expenditure (business sector) as percentage of GDP
R&D expenditure (higher education) as percentage of GDP
R&D expenditure (government) as percentage of GDP
Government expenditure in education as percentage of GDP
R&D expenditure
Share of population aged 15 and above with educational attainment at tertiary level (nondegree)
Share of population aged 15 and above with educational attainment at tertiary level (degree and above)
Number of R&D personnel as percentage of total working population
Number of persons attending job-related training or retraining courses as percentage of total working population
Percentage of transient population (mobile residents) relative to total population
Number of students studying abroad
Number of working visas per working population
Total number of visitor arrivals
Annual growth of visitor arrivals
Total number of residents departures per population
Annual growth of residents departures
Estimate number of emigrants per population
Gross corporate donations per profit before tax
Growth rate of corporate donations
Gross value of individual charitable donations per capita
Growth rate of individual charitable donations
Corporate and individual charitable contributions as percentage of GDP
Expenditure on "social welfare" as percentage of total public expenditure
Public expenditure on social welfare as percentage of GDP
Total number of NGOs per capita
Development of Social Capital
Indicators on generalized trust
Indicators on institutional trust
Indicators on reciprocity
Indicators on sense of efficacy
Indicators on cooperation
Indicators on acceptance of diversity and inclusiveness
Indicators on attitudes towards minorities
Indicators on traditional vs modern values
Indicators on self-expression
Norms and values
Indicators derived from World Value Survey on participation in social activities
Indicators derived from World Value Survey on barriers to social participation
Membership of clubs, organizations or associations (links to institutions)
Indicators on frequency / intensify of social contacts
Indicator on time use pattern
Indicator on participation in voluntary work
Total number of volunteers per capita
Social participation
Expenditure on "arts & culture" as percentage of total public expenditure
Public expenditure on arts & culture as percentage of GDP
"Current expenditure" (public) on cultural domains
"Capital expenditure" (public) on cultural domains
"Current receipts" (public) from cultural domains
Value of corporate donation to arts & culture as percentage of total amount of charitable donations
Value of individual donation to arts & culture as percentage of total amount of charitable donations
Household expenses on designated cultural goods & services as percentage of total house hold expenses
Share of expenses on arts education as percentage of household expenses
Cultural expenditure an finance
Value placed on creative activity
Value placed on school-aged children's creative activity
Value placed on arts and culture to daily life and personal development
Value placed on milieu that encourage cultural participation
Value placed on the morality to buy pirated or counterfeit goods
Value placed on protection of IP rights that could help the development of local creative industries
Norms and values
Participation rate of population aged 15 or above attending one form of cultural activity in the past 12 months
Proportion of population aged 15 and above who perform or is engaged in one form of artistic/creative activity on an amateur basis
Participation rate of school aged children who attend one form of cultural activity in the past 12 months
Hours of participation (intensity) in cultural activities on each occasion
Number of library books borrowed per 100 registered users
Royalty fees paid to CASH per population (excl.Ê revenue from overseas)
Frequency of book reading for leisure purpose in the past 12 months
Average hours per week of television viewing
Average hours per week of radio listening
Average hours per week spent on internet for personal use
Number of visits to museums per population
Number of attendance to performances per population
Number of attendance to film and video arts per population
Cultural participation
In Italy many people say that we have
60% of World Cultural Heritage!
Is it true?
Cultural statistics
This sculpture is located in front of the Milan Stock Exchange.
Some figures
Creation 5,713
Production 19,829
Support services 4,231
Manufacturing 7,285
Distribution 2,865
Total 39,923
% of GDP 3,46

million of Can$ (Source: Statistics Canada)
Value Added
Creative industries 33,592
Cultural industries 30,380
Cultural Heritage 851
Performing Arts 3,292
Total 68,114
% of Total VA 4,9

million of € (Source: Istituto Tagliacarne, 2007)
Creative industries 751,8
Cultural industries 569,9
Cultural Heritage 17,3
Performing Arts 73,5
Total 1.412,4
% of Total Employment 5,7

Thousand (Source: Istituto Tagliacarne, 2007)

Case history
European Capital of Culture
798 Art Dstrict
Opened in 2001, the MuseumsQuartier Wien is one of the world's largest complexes for modern art and culture. It offers a wide variety of programs and events, from performing arts, architecture, music, fashion, theater, dance, literature, and children's culture to digital culture. It is an art space with a total of nine permanent museums and exhibition and event halls, an urban living space and meeting place for people interested in culture in Vienna, and a creativity space for the 60 or so art and culture initiatives based in quartier21.
Quick facts

Public investment (149 mln of €)
Visitors per year (1 mln)
50 production centres
5 museums
120.000 employes in creative sector
17.948 enterprice
5% of value added
Quick facts

7.000 cultural events
1.9 million attendant
623 enterprise in creative sector
7,8 million € from the City of Tallinn
1.500 volunteers
In 2011 the city of Tallinn was the European Capital of Culture. The project was driven by a Foundation (Tallinn2011).
The City started policies to develop cultural and creative sector and the European Cultural Capital was an important moment due to empower the identity of the city and to attract foreign investments.
798 ArtDistrict is a cluster that hosts high level cultural activities, trendy spaces, and commercial activities. In the area, of 600.000 m2, there are spaces for exhibition, performances, galleries, specializad bookshops in contemporary art, cinema and shops, relax spaces and restaurants.
The 798 Factory was an abbandoned guns and electronics for the armament industry.
Today it rapresent a new immage for China in the world.
Quick facts

600.000 m2
70 mln visitors in 10 years
Raise of rent costs
Thank you
Maurizio Cattelan
"il dito" (The finger)
Shooting into the Corner
Anish Kapoor
Guggenheim Museum, Bilbao
Der lauf der dinge (the way things go)
Peter Fischli & David Weiss
Full transcript