simon fraser university centre for policy research on science and technology role of industry...

SIMON FRASER UNIVERSITYCentre for Policy Research on Science and Technology

Role of Industry Role of Industry Associations in the Associations in the

Vancouver New Media Vancouver New Media ClusterCluster

May 6, 2005May 6, 2005Paper written by by Michelle Petrusevich, MA, Paper written by by Michelle Petrusevich, MA,

School of Communication, SFUSchool of Communication, SFUSenior Supervisor: Dr. Richard SmithSenior Supervisor: Dr. Richard Smith

Supervisors: Prof. Adam Holbrook and Dr. Supervisors: Prof. Adam Holbrook and Dr. Andrew FeenbergAndrew Feenberg


AgendaAgenda

1.1. Introduction and Definitions Introduction and Definitions 2.2. Methodology and Industry Methodology and Industry

DescriptionDescription3.3. FindingsFindings

4.4. ConclusionsConclusions


DefinitionsDefinitions

Industry AssociationsIndustry Associations - are - are assumed to be non-profit assumed to be non-profit organizations whose activities are organizations whose activities are designed to support and promote designed to support and promote their industry.their industry.

Cluster - Cluster - Geographic Geographic concentrationsconcentrations of interconnected companies and of interconnected companies and institutions in a particular field.institutions in a particular field.


DefinitionsDefinitions

New MediaNew Media - the use of new and - the use of new and emerging interactive digital media for emerging interactive digital media for the purposes of entertaining, the purposes of entertaining, educating and informing.educating and informing.Social CapitalSocial Capital – – the value of the the value of the relationships that individual or an relationships that individual or an entity derives from a network or a entity derives from a network or a combination of values, networks and combination of values, networks and norms that enable a group of people to norms that enable a group of people to work togetherwork together


Research QuestionResearch Question

What role industry What role industry associations play in the associations play in the formation and maintenance formation and maintenance of a cluster?of a cluster?


Site of Research – the Vancouver Site of Research – the Vancouver New Media IndustryNew Media Industry

Located in the Lower MainlandLocated in the Lower MainlandLatest studies (according to VPL and New Media Latest studies (according to VPL and New Media BC) that there are over 550 companies in the BC) that there are over 550 companies in the Greater Vancouver Area and over 700 in the Greater Vancouver Area and over 700 in the province of BC, provides employment to over province of BC, provides employment to over 14,000 people.14,000 people.Four sub-clusters – e-learning, games, web-Four sub-clusters – e-learning, games, web-services and animation.services and animation.Young cluster – average company is about 6 Young cluster – average company is about 6 years old and has 6 people.years old and has 6 people.


MethodologyMethodology

ISRN data - over 70 ISRN ISRN data - over 70 ISRN interviewsinterviews

Summer 2003 NMBC survey Summer 2003 NMBC survey

Member surveys– over 50 new Member surveys– over 50 new media companiesmedia companies

Follow up interviews (modified Follow up interviews (modified Delphi technique) with experts – Delphi technique) with experts – 15 people15 people


FindingsFindingsThe research revealed a number of ways that shows The research revealed a number of ways that shows how industry associations support the new media how industry associations support the new media industry which makes them a key ingredient for cluster industry which makes them a key ingredient for cluster presence.presence.

Activities organized by associations provide industry members with Activities organized by associations provide industry members with opportunities to build trust and relationships with each other and opportunities to build trust and relationships with each other and promote collaboration.promote collaboration. Associations help to hold new media industry and its community Associations help to hold new media industry and its community together.together.

Ten Characteristics were revealed through field research Ten Characteristics were revealed through field research - niche and focus; voice of the industry; mentoring; - niche and focus; voice of the industry; mentoring; volunteering; learning ground; collaboration or co-volunteering; learning ground; collaboration or co-opetition ; gender differences; champions; ambassadors opetition ; gender differences; champions; ambassadors and enlightened self-interest.and enlightened self-interest.


Findings - Ten Characteristics Findings - Ten Characteristics

Niche and Focus (see figure on next slide)Niche and Focus (see figure on next slide) – sub- – sub-groups: umbrella organizations for the whole industry groups: umbrella organizations for the whole industry vs. associations that cater to a specific audience of a vs. associations that cater to a specific audience of a particular sub-sector. particular sub-sector. They cut across the industry They cut across the industry and bring together companies and individuals from all and bring together companies and individuals from all sub-clusters. sub-clusters. Voice of the IndustryVoice of the Industry - due to nature of associations, - due to nature of associations, they provide a neutral place for people to discuss they provide a neutral place for people to discuss common issues and communicate it to government common issues and communicate it to government who likes to hear one voice who likes to hear one voice Role of MentoringRole of Mentoring – associations’ staff members are – associations’ staff members are mentored by prominent members of the new media mentored by prominent members of the new media community and associations, in turn, provide community and associations, in turn, provide mentoring services to their membersmentoring services to their members


Niche and Focus Niche and Focus Association/Sub-sector

eLearning Gaming WebServices

Animation

New Media BC √ √ √ √

SIGGRAPH √ √

IGDA √

BCTIA √ √ √ √

Wired Women S-ty √ √ √ √

HTCE √ √ √ √

TELUS New Ventures √ √ √ √

AceTech √ √ √ √

VEF √ √ √ √

TechVibes Media √ √ √ √

BC Film √ √

eLearning BC √

T-Net British Columbia[1] √ √ √ √

Pacific Technology Network (PTN) √ √ √ √

DigitalEve Vancouver Chapter √ √ √ √


Findings - Ten CharacteristicsFindings - Ten Characteristics

Role of ChampionsRole of Champions – they inspire and support – they inspire and support the industrythe industryRole of AmbassadorsRole of Ambassadors – they build networks – they build networks outside of new media communityoutside of new media communityEnlightened Self-interestEnlightened Self-interest – from the employer’s – from the employer’s point of view (looking for talent) and vice versa point of view (looking for talent) and vice versa Role of VolunteersRole of Volunteers – volunteers and – volunteers and associations have mutually beneficial associations have mutually beneficial relationships. There are two types – apprentices relationships. There are two types – apprentices and experienced seniors who lend their brain and experienced seniors who lend their brain


Findings - Ten CharacteristicsFindings - Ten Characteristics

Collaboration or Co-opetitions Collaboration or Co-opetitions – while there is – while there is a high degree of collaboration among a high degree of collaboration among associations, sometimes they compete for associations, sometimes they compete for resources and members which creates politics resources and members which creates politics among organizationsamong organizationsLearning GroundLearning Ground – when associations’ staff – when associations’ staff leave, they furtherleave, they further knowledgeknowledge transfer within transfer within the industrythe industry. . Gender Difference – Gender Difference – with some exceptions, with some exceptions, most associations’ staff are women – are they most associations’ staff are women – are they better social capital builders than men or are better social capital builders than men or are there other factors at play?there other factors at play?


Interviews HighlightsInterviews Highlights

““We are the safety net for the industry to We are the safety net for the industry to make sure their [members’] needs are make sure their [members’] needs are driven forward and they are met in some driven forward and they are met in some way. It can something as simple as way. It can something as simple as someone coming to the event and saying someone coming to the event and saying – I am looking for XYZ, and I say I know – I am looking for XYZ, and I say I know exactly who you should talk to, to that exactly who you should talk to, to that person over there…”person over there…”

Comment from an Interviewee, November 2004Comment from an Interviewee, November 2004


Challenges and TensionsChallenges and Tensions

There are challenges that cause There are challenges that cause tensionstensions and may harm social capital in new and may harm social capital in new mediamedia industryindustry, like, like

Politics – internal and externalPolitics – internal and external Lack of human and financial resourcesLack of human and financial resources Different needs of members – smaller Different needs of members – smaller

vs. bigger companiesvs. bigger companies


ConclusionsConclusions

While associations encounter hurdles their While associations encounter hurdles their overall influence on overall influence on formation and formation and maintenance of a clustermaintenance of a cluster is positive is positive becausebecause::

10 characteristics 10 characteristics make positive make positive contributions to generation of social capital contributions to generation of social capital in the new media industry,in the new media industry,Industry associations provide a “safety Industry associations provide a “safety net” for the industrynet” for the industry


ConclusionsConclusions

The presence of associations defines the The presence of associations defines the presence of the industrial cluster,presence of the industrial cluster,

They facilitate internal and external They facilitate internal and external communication for the cluster – communication for the cluster –

““Every company is like an island Every company is like an island and and associations are putting the associations are putting the bridge between them and provide bridge between them and provide communication.”communication.”


The EndThe End

Thank you!Thank you!

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