White paper on creativity - ebla center

Chapter 1the marketing and consumption ofcultural goods (CD players, radios,televisions and computers).The decision to include these twoelements in the value chain of thecultural industries meets the need tocomplete – depending on the sectors –the whole length of the chain from theconception of the product to the endconsumer. In this sense, for example, ifwe failed to include textiles in thefashion chain, we would distort thedefinition of the district itself: i.e. wewould overlook the fact that textiledesign already contains per se a strongcreative component. Similarly, failing totake into account the production ofDVDs in the software sector, wouldmean logically truncating the full extentof the end consumption of a large partof the content industry.Aggregation and estimate ofstatistical dataMapping out the sectors and providinga specific description of the structure ofthe value creation are two key stagesrequired to arrive at an estimate andanalysis of the economic value of theMacrosector of the cultural and creativeindustries in Italy at various levels ofdetail.From this point of view, to define eachsector we referred to ISTATclassifications of economic activities(ATECO 2002), which provide arelatively detailed description in termsof value added, jobs and productivity.Moreover, since the ATECO 2002system is at the five-digit detail level,we can rely on more precise data,highlighting the economic contributionof the various stages in value creationin many sectors.We must also stress that the ATECO2002 classification provides a suitabledegree of uniformity required tomeasure the economic value of theMacrosector and, as far as possible,make comparisons between sectors.Nonetheless, for some sectors –contemporary art, the cultural heritageand the food and wine industry – thedata was gathered from other sources,which allow us to make estimates witha lower level of data detail or tocomplete the analysis of the productionchain. The method, the source of dataand the classification by sectors isdescribed in the Appendix.The economic value of theMacrosectorOn the basis of data supplied by theIstituto G. Tagliacarne for 2004, wecarried out a preliminary assessment ofa number of variables in theMacrosector, in particular the valueadded and jobs.WHITE PAPER ON CREATIVITY 34