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: gloria.ferrer@clusterexcellence.org

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