tci 2015 key skills for cluster managers to turn strategic smart collaborations into a reality
TRANSCRIPT
Key skills for cluster managers to turn strategic smart collaborations
into a reality Gloria'Ferrer''European'Founda/on''for'Cluster'Excellence'Spain
Parallel&Session&2:&Developing&Skills&for&Professional&Cluster&Management&&&
Why Cluster Excellence
§ Cluster Observatory identifies clusters • But having clusters is not enough
§ We have 1300+ �clusters organizations�(2012)
• But having clusters organizations is not enough, they have not made us any more competitive
§ They need to promote excellence • What is cluster management excellence?
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Cluster Excellence.eu was…
Turning a craft into a profession
Companiesreactedtoincreasedglobalcompe>>onwithcollabora>veini>a>ves:– sharingpartsofvaluechains(research,logis>cs,…)– developingcommonservices(training,…)
Cluster Support in the Past
Jointservice
Company A Company B
Company C
Company D
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Company A Company B
Company C
Company D
Butnowglobalisa>onisop>masingthevaluechainsatgloballevel,leavinglessroomforcollabora>veini>a>vesatregionalandna>onallevels
Cluster Support Now
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XXAndwearestar>ngtoseethedisappearanceofallkindsofac>vi>es(incl.R+D)ofthevaluechainindevelopedworldthatarebeingmovedtolowercostcountries
Cluster Support Now
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Redefiningbusinessstrategies
Leadingtechnology
Advancedservices
Developedeconomieshavetorespondstrategicallyredefiningbusinessesmodels:– Incorpora>ngleadingtechnology– Addingadvancedservices
Cluster Support Now
What does it mean? Let’s do an example…
Three different ways of competing in Apparel
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LOW COST - MASSIVE BRAND & DESIGN FAST FASHION • Large series – 2 collections
per year • Price is the main criteria to
buy: low cost production • Few references –
commodities
• Brand/designer positioning • 2 collections per year • Production as low cost • Big investment in publicity • Stores in best locations of
the trendiest cities
• Small lots changing constanly
• Many references • Flexible and fast value chain • Stores as a point to know
what the client wants and send fast feedback to re-do the process (20 days)
Three different ways of competing in Apparel
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LOW COST - MASSIVE BRAND & DESIGN FAST FASHION • Large series – 2 collections
per year • Price is the main criteria to
buy: low cost production • Few references –
commodities
• Brand/designer positioning • 2 collections per year • Production as low cost • Big investment in publicity • Stores in best locations of
the trendiest cities
• Small lots changing constanly
• Many references • Flexible and fast value chain • Stores as a point to know
what the client wants and send fast feedback to re-do the process (20 days)
Are they the same business? Which one is more attractive?
And, in which one is our cluster?
Fast Fashion, the most attractive one…
12 Source: Financial Times
Inputs Production Outbound logistics Sales channel
• Produc>onwithlackofflexibility:biglots,longcicles(6months)• Bigstocksofinputs
• Slowandbybigvolums
• Fewownstores• Wolesalersandmul>brandstores• Largestocks• Promo>onanddiscount
Design and Planning
• Lackofintegra>onwithstoresandconsumer• Designcenterintheproduct
• Diversity• Smalllots• Fastproduc>onanddelivery• Trendyinputs
• Connectedwithdesignandplanning• Flexibleproduc>on:smalllots,shortcicles(5-6weeks)• Min.inputsstock
• Fast(24h)• Anysize,evenonebox• Bigdistribu>oncenters
• Directchaneltogettheinfofromtheconsumer• Informa>ontrasmi\edtoproduc>onanddesign• Storeasalab:layout,bestloca>on• Smallstock(almostany)
• Connectedtothestoreandthetrends• Customiza>onaccordingtothetarget
LowCost-M
assive
FastFashion
CONSU
MER
CO
NSU
MER
• Lowdiversity• Bigseries• Slowproduc>onanddelivery• Basicinputs
What about “Collaboration”?
§ Is the role of the Cluster Manager to promote collaboration even if the cluster is not in an attractive business for the companies?
§ Does it make any sense to collaborate in a business
that tends to have smaller margins, and the cluster companies are every day loosing part of it?
§ Will collaboration improve this situation?
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What is the role of the Cluster Manager?
§ Cluster Manager more than a facilitator
§ Help identify and build synergies where appropriate
§ Leads business strategy transformation
§ Help firms redefine their business models
§ Cluster Manager a strategy guide & a critical friend
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Turning a craft into a profession
What does the European Foundation for Cluster Excellence do?
Knowledge Areas Cluster Economics Cluster Initiatives
Screenings
Value Chain Analysis
Industry Analysis and Segmentation
International Benchmarking
Cluster Organisation Management
Continuous Policy Input
Project Management
Cluster Policy Evaluation
Change Management Innovation
Management
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EFCE, a Reminder § One of the legacy organisations taking forward
European Cluster Excellence Initiative -ECEI § We are a not-for-profit charitable foundation
established in 2003 § with Board of Trustees from leading academicians,
policy makers and practitioners § We offer Cluster Excellence trainings for:
• trainers and intermediaries • cluster managers and business support professionals • public officials and policy makers
§ We continually develop new training material to address the developing need
Turning a craft into a profession
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Some Numbers § 95 Participated in previous
trainings
§ 74 Qualified trainers so far
§ 83 cluster managers trained by alumni and increasing weekly
§ 73 Officials participated in Summer Schools
§ Faculty of 28 instructors and 11 assistant instructors (tutors)
77 From Across Europe
18 From Middle East & North Africa
Summer School for multi-lateral organisations in BCN & Washington D.C. 19
Cluster Excellence Management Training
4 Training Programmes: 1. Cluster Excellence Trainers programme 2. Summer School Programme
• for senior public official & policy makers • June 2016 Urban and Regional Competitiveness:
www.iese.edu/competitivenessschool
And two new programmes aimed at cluster practitioners 3. Essence of Cluster Excellence Management 4. Gold Cluster Excellence Manager Plus - bespoke, country specific training on cluster policy
and Practice
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Thank you
More information available at : www.clusterexcellence.org
ü Contact: [email protected]
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