creative:graz

A potential analysis for the creative industry in the greater Graz area to link economy and creativity.

A study, which was decisive to identify the potential field "creativity" in Austria, identified Graz as the first Austrian city to establish a creative cluster with the project, "Cultural Capital of Europe." As is widely known, Styria did not invent the cluster, but knows, as has become evident, how to play this instrument with virtuosity. While other Federal Regions commissioned reports on creativity, Styria, as the first European region, systematically determines its creative potential. The Department for Economy, Innovation and Finance of the Government of Styria together with the City of Graz and the sector Information & Consulting of the Economic Chamber launched the initiative to identify the potential field of "creative industries" in Styria. Matthias Horx, the influential futurologist and trend scout, was engaged as a consultant and anchorman for this analysis. The future economic strategy of Styria regards the "creative industries" as a strong potential field.

And considering the fact that the economic strategy paper was introduced by Everett Rogers’ motto that "innovation should be research plus realization," it immediately becomes evident that innovation does not exist without creativity. Everett Rogers is the pioneer of innovation research. The present potential analysis was drawn up by Joanneum Research to approach the aim of the economic strategy, enabling Styria to master the innovations implemented in the markets.

 Including the statements of a large number of Styrian creative persons from various sectors, this analysis does not only provide an evaluation of the situation but also allows for political activities. The potential analysis forms the basis for the development of promotion programmes and offers guiding principles for political decision-making processes. It also provides guiding principles for strategic decisions, consciousness-raising, qualifying offers, networking in economy and culture as well as consultancy with regard to questions of internationalization.

It targets at start-up enterprises, the creation of jobs as well as the networking of companies, partners and projects. To develop Styria as a master of the innovations implemented in the markets, we do not need sceptics, doubters and doodlers, but ideas, innovations and initiatives - something that goes without saying for creative persons.

(Christian Buchmann, Department of Economy and Innovation. Preface for "Creative Economy in the greater Graz Area. Potential Analysis")

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