White paper on creativity - ebla center

Chapter 1Figure 1.4 - Value Added in sectors according to stages in the chain of valuecreation4000Added Value by activity350030002500ActivitiesConnected toDistributionm€2000Distribution15001000ActivitiesConnected toProduction5000FashionDesignMaterialCultureFood & WineIndustrySoftwarePublishingTV & RadioAdvertisingFilmIndustry ofContent,Information andCommunicationsCulturalHeritageArchitecturePerforming ArtsHistoric andArtisticHeritageContemporaryArtCreation andProductionFigure 1.4 shows the data for valueadded in individual sectors, brokendown according to the various stages inthe creation of value.In each sector or group of sectors, thechain of value production has its ownspecific features.In the sectors linked to the sphere ofmaterial culture, and especially Fashionand Industrial Design and Crafts, marketingplays a key role, mainly due to modelsof consumption and the marketingsystem for goods produced in thesesectors (e.g. clothing, furniture andjewellery).Similarly, in the Software and TV andRadio sectors, direct marketing activitiesof content are almost negligible in termsof value added, whereas thoseassociated with marketing – i.e.television and computer manufacturing– acquire greater importance.The stage of marketing and its relatedactivities are of little importance in thesectors of the Artistic and HistoricHeritage, in which the use of culturalgoods and services is more direct (as inthe case of goods and activities in theCulturalHeritage or in Music and the PerformingArts) or services supplied oncommission (Architecture).WHITE PAPER ON CREATIVITY 36