Social Innovation and Territorial Milieu - CLUDs LAB · Social Innovation and territorial milieu....
Transcript of Social Innovation and Territorial Milieu - CLUDs LAB · Social Innovation and territorial milieu....
MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MAPS-LEDSecondMid-termMeeting07/08.06.2016
SanDiegoStateUniversity(CA),USASchoolofPublicPolicies
AlfonsoSpistoFrancescoCappellano
PAUUnit– ExperiencedResearchers
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MAPS-LED“MultidisciplinaryApproachtoPlanSmartSpecialisation StrategiesforLocalEconomicDevelopment” isaMarieSklodowska-CurieRISEresearchprojectfundedbytheEuropeanUnion’sHORIZON2020programforResearchandInnovationundertheGrant
Agreement645651
SocialInnovationandTerritorialMilieu:thepotentialsofSanDiego’sCraftBreweries
MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MAPS-LEDFirstMid-termMeeting06/07.06.2016
Northeastern University,Boston,MA,USA
OutlineI. Thechoiceofthecasestudy
I. SomedefinitionsofMilieuII. BreakingdowntheconceptofMilieuinitsmaincharacteristicsIII. ThedifferenceswithClusterandRIEconcepts
II. WhytheCraftbreweryindustry?i. Identityandsenseofbelongingii. CivicEngagementiii. Innovation
III. TheriseofcraftbreweriesintheU.S.IV. SanDiego’scraftbreweriesinnumbers
a) NotaPorter’sstrongcluster?b) IndustryGrowth
V. What’snext?I. Identificationofthesocialinnovationpracticesconnectedtothemilieu.II. Identificationofthepolicymixsupportingthemilieuor/Identificationoftheobstacles
affectingthemilieu’sgrowth.III. Identificationofthelocalnetworks,collectiveactionsandgovernanceschemeofthe
milieu(relationshipswithR&Dinstitutions,Associationsetc.).IV. Interviewsoflocalstakeholders.
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MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MAPS-LEDFirstMid-termMeeting06/07.06.2016
Northeastern University,Boston,MA,USA
1.Thechoiceofthecasestudy
MAPS-LEDWorkPackage3:SocialInnovationandterritorialmilieu.
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MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MAPS-LEDFirstMid-termMeeting06/07.06.2016
Northeastern University,Boston,MA,USA
1.Thechoiceofthecasestudy
MAPS-LEDWorkPackage3:SocialInnovationandterritorialmilieu.
Firsttask:Tofinda“milieu”inSanDiego
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MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MAPS-LEDFirstMid-termMeeting06/07.06.2016
Northeastern University,Boston,MA,USA
1.Thechoiceofthecasestudy
Breakingdowntheconceptofmilieuinitsmaincharacteristics
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MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MAPS-LEDFirstMid-termMeeting06/07.06.2016
Northeastern University,Boston,MA,USA
1.1Somedefinitionsofmilieu
1. “uninsieme permanente dicaratteri socio-culturalisedimentatisi inuna certa areageografica attraversol’evolvere storico dirapporti intersoggettivi,aloro volta inrelazione
conlemodalitadiutilizzodegli ecosistemi naturali locali”(DeMatteis,1994).
2. “uninsieme dicomponenti,localizzate inuncerto luogo especifiche delluogo stesso,che costituisce contemporaneamente il
fondamento territoriale diuna specifica identitacollettiva eil substrato localedei processi dello sviluppo”
(Governa,1997).
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MarieSklodowska- CurieRISEMAPS-LED
MultidisciplinaryApproachtoPlanSmartSpecialisationStrategiesforLocalEconomicDevelopment
MarieSklodowska- CurieRISEMAPS-LED
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1.1Somedefinitionsofmilieu3. Themilieucorrespondstoaterritorialized,outwardlyopencomplex,that
is,opentothetechnologicalandmarketenvironment,whichincorporatesand
mastersknow-how,rulesandrelationalcapital.Itisattachedtoasetofplayersandtoorganizedhumanandmaterialresources.Itistheorganizationthroughwhichtheautonomyofactionandinitiativeoflocal
organizedsystemsisexpressed(Maillat,1998).
4. “theset,orthecomplexnetworkofmainlyinformalsocialrelationships on alimitedgeographicalarea,oftendetermininga
specificexternal‘image’anda specific internal‘representation’
and senseofbelonging,whichenhancethelocalinnovativecapabilitythroughsynergeticandcollectivelearningprocesses”
(Camagni,1991).MAPS-LED
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1.2Breakingdowntheconceptofmilieuinitsmainfeatures
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AuthorsAydalot,1986Camagni,1991Quevit,1991Massey,1993Maillat,1994
DeMatteis,1994Governa,1997
Dicken &Malmber,2001Crevoisier,2004
Fromhold-Eisebith,2004
}KeyConceptsemerged
MostlyinformalrelationshipsDifferentactors (QuadrupleHelix)
Localbehavioralandcognitivemodelsandrules,tacit knowledge
CollaborativeandCompetitiveSpecialized inspecificproductionsExplicitly attachedtotheterritory(Identityandsenseofbelonging)Fromthe localtotheregionalscaleTheproductionofInnovationoccursratherthanbeingthemilieu’saim
MarieSklodowska- CurieRISEMAPS-LED
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1.3DifferenceswithClusterandRIEConcepts
- Proximity is essential – a milieu may not be spatiallyagglomerated.
- Flows of knowledge are predominantly tacit rather thancodified (local vs global).
- Sense of belonging and identity constitute the maindifferences from clusters and RIEs.
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2.Thechoiceofthecasestudy
SanDiegomostrecenthistory:Lifesciencecluster(beginningofXXcentury)?
MilitaryandDefense (WWII)?
NO!
CRAFTBREWERIES(’80s)!
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MarieSklodowska- CurieRISEMAPS-LED
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2.WhytheCraftBreweries?2.1Identityandsenseofbelonging:
NeoLocalism
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2.WhytheCraftBreweries?2.1Theconceptofidentityandsenseofbelonging
Identity
*Schnell,S.M.,&Reese,J.(2014).Microbreweries,Place,andIdentityintheUnitedStates.InM.Patterson,&N.Hoalst-Pullen(Eds.),TheGeographyofBeer.Regions,Environment,andSocieties(pp.167-187).Springer.
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StaticConcept:PeopleandPlacessimplyhave
Identity*Inaglobalized,
highlymobileworld
Active,Consciouseffort
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2.WhytheCraftBreweries2.1IdentityandSenseofbelonging
CraftBreweriesareoneoftheseveralresponses tobreakawayfromglobalcapitalistic food&beveragesystemandcreateanownidentityand
connectionwithplace.
HOW?
1. CraftProduction(vsMassProduction)2. Usingimageryandstoriesassociatedwithaparticularplaceasameans
ofpromotingtheirbrews.3. CommunityEngagement
Schnell,S.M.,&Reese,J.(2014).Microbreweries,Place,andIdentityintheUnitedStates.InM.Patterson,&N.Hoalst-Pullen(Eds.),TheGeographyofBeer.Regions,Environment,andSocieties(pp.167-187).Springer.
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2.WhytheCraftBreweries2.1IdentityandSenseofbelonging
How?CraftBrewerydefinition:
Small: Annualproductionof6millionbarrelsofbeerorless(approximately3percentofU.S.annualsales).Beerproductionisattributedtotherulesof
alternatingproprietorships.Independent: Lessthan25percentofthecraftbreweryisownedor
controlled(orequivalenteconomicinterest)byanalcoholindustrymemberthatisnotitselfacraftbrewer.
Traditional: Abrewerthathasamajorityofitstotalbeveragealcoholvolumeinbeerswhoseflavourderivesfromtraditionalorinnovativebrewingingredientsandtheirfermentation.Flavouredmaltbeverages(FMBs)arenotconsidered
beers.
BrewersAssociation.(n.d.).CraftBeerIndustryMarketSegments.RetrievedMay2017,fromBrewerAssociation:https://www.brewersassociation.org/statistics/market-segments/
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2.WhytheCraftBreweries
2.1IdentityandSenseofbelongingHow?
Usingimageryandstoriesassociatedwithaparticular placeasameansofpromoting theirbrews.
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2.WhytheCraftBreweries
2.1IdentityandSenseofbelonging
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2.WhytheCraftBreweries2.2CivicEngagement
How?- TrainingProgramstoempowerwomeninCraftbrewing(Karl-StraussBrewing
Company,n.d.)- Cleanupinitiativeswithintheneighbourhoodstheyarelocated(Karl-Strauss
BrewingCompany,n.d.;Craftalliance,2016)- Providingscholarshipopportunitiestoattendcraftbrewingcourses(American
Brewersguild,n.d.)- Providingfreeofchargespentgraintolocalfamerstouseasfeedforlivestock
(Hobbyfarms,n.d.)- Commitment insourcinglocal(BreweryClimateDeclaration,n.d.)- Communityengagementwithlocalcharitiesandno-profits(ArcadiaAles,n.d.)- Advocacytoraisemoneyforgoodcausessuchasliteracy,local food,conservation,
andfoodbanks (FreemontBrewing,n.d.)- PublicArt(FreemontBrewing,n.d.)
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2.WhytheCraftBreweries2.2CivicEngagement
How?- In 2012, the California craft brewing industry gave
approximately $16 million by dollar value of in-kindcontributions ranging from products to employee time.(Richey & Watson, 2013).
- Stone Brewing Company became the 9th largest craft breweryin the U.S. with ZERO marketing spend, and Keurig becamethe most popular home pod brewing machine on the market(donationmatch.org, n.d.).
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2.WhytheCraftBreweries
2.3InnovationHow?
- ReinforcingUrban-Rurallinkages;- Experimentalcustomers-basedyeast
production;- CraftBeerGrantsforR&D;
- Diversificationofservicesandproducts;
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3.Theriseof craft breweries intheU.S.
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3.Theriseof craft breweries intheU.S.
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NAME DISTRIBUTION PRODUCTIONTRESHOLD
MICROBREWERY Directly 15,000(upto 75%off-site)
BREWPUB Directly 25percentormoreofitsbeeronsite
REGIONALBREWERY
Three-tier 15000–6000000
LARGEBREWERY Three-tier Over 6000000
Source:BrewersAssociation.(n.d.).CraftBeerIndustryMarketSegments.RetrievedMay2017,fromBrewerAssociation:
https://www.brewersassociation.org/statistics/market-segments/
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3.Theriseof craft breweries intheU.S.
LEGISLATIONCORNERSTONES
1976TaxreductionforUSbreweriesproducingfewerthan60.000barrelsyearly
1978Homebrewingwaslegalized
1991Taxesonbeersperbarreldoubledfrom9$to18$Taxesoncraftbeersdidnotchange:7$perbarrel
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0
200
400
600
800
1000
1200
1400
1600
1965 1984 1994 2000
NON-CRAFTREGIONALNATIONAL
MICRO
Source:author’selaboration
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Thetastes changes.Since themid1980scraft beers havebeengrowing their consumers’base.
11%of thetotalBeer soldinUShavebeen brewed inUS.
Thevolumeis forecasted to bedoubled by 2022
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3.TheriseofcraftbreweriesintheU.S.
MARKETSEGMENTBYTYPEOFBEEROVERTIME
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4.TheriseofcraftbreweriesinSanDiego
Sources:Chart:NUSIPR– SanDiegoCraftBreweryEconomicImpact,2016Photos:ErnieLiwag andMatthewSchiff,SanDiego’sCraftBrewCulture (2016)
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4.TheriseofcraftbreweriesinSanDiego
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• Recognized quality: 18 medals at theGreat American Beer Festival in 2016.
• Economic impact: San Diego’s brewingindustry generated $851 million in 2015,and employed 4,512 workers.
• History: Established in 1896, San DiegoBrewing Company was the first pre-prohibition brewery in San Diego.
Source:Data:NUSIPR– SanDiegoCraftBreweryEconomicImpact,2016|:NUSIPR– SanDiegoCraftBreweryUpdate2016http://www.sandiegobusiness.org/sites/default/files/CraftBeer.pdf
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4.TheriseofcraftbreweriesinSanDiego
CRAFTBREWERYJOBSINSANDIEGO(2011)BREWERYWORKS 497BREWPUBWORKS 1047TOT.BREWERTINDUSTRYJOBS 1544TOTALJOBSCREATED/SUSTAINEDBYBREWERYINDUSTRY 2796
2011 2012 2013 2014 2015CRAFT 2015TOTAL
BREWERIES&BREWPUBS 37 58 82 97 109 114
TOTALANNUALSALES $726,6 $734,7 $851,0
INDUSTRYJOBS 1630 1820 2279 3752 4005 4512
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4.Thereasonsbehindthesuccess
• specialistproduct;*• flexibletoadjust;*• Brewpubsmaysellbeerdirectlyto
theconsumer;*• caterlocalclientele;*• alifestylechoice;**• Bigconnectionamongcraftbeerand
foodiemovement (e.g.connoisseur);**
• Cooperativeattituderatherthancompetitive
Sources:*Chapman,N.G.;2015- CraftBeerintheUS:AProductionofCulturePerspective**Lenhoff,L.L.;2016- CraftBeerinSanDiego:SocialConsumptionAndANewUrbanIdentity
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INNOVATION• CERTFIICATES
• R&D CENTERS
RELATEDCLUSTERS• TOURISM
• WHOLESELLING• RETAIL
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5.Economic Externalities
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EVENT DATE EST. ATTENDANCESANDIEGOWINTERBREWFEST Early Feb 2000
EPICEBEERFESTIVAL Mid-March 2000
CITYBEATFESTIVAL OFBEERS LateApril 2000
BEERFEST ATPETCOPARK EarlyMay 270548
SANDIEGOINTERNATIONALBEERFESTIVAL LateJune 9700
SANDIEGOBREWFEST Early July 2500
STONEBREWERYANNIVERSARYCELEBRATION&INVITATIONBEERFESTIVAL Mid-August n.a.
BEERFEST ATPETCOPARK Early September 254039
SANDIEGOFESTIVAL OFBEER Early September 5000
SANDIEGOBEERWEEK Early November 20000
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5.Economic Externalities
Source:NUSIPR– SanDiegoCraftBreweryEconomicImpact,2016
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SPATIALANALYSIS“When comparingthechronologicalandgeographicalspreadofbothcraftbeerconsumptionandgentrificationinSanDiego,anundeniableconnectionisvisible.”
Source:Lenhoff,L.L.;2016- CraftBeerinSanDiego:SocialConsumptionAndANewUrbanIdentity
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6.SocialExternality:Gentrification
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What’sNext?
I. Identificationofthesocial innovationpracticesconnectedtotheSanDiego’smilieu.
II. Identificationofthepolicymixsupportingthemilieuor/Identification oftheobstaclesaffectingthemilieu’sgrowth.
III. Identificationofthelocalnetworks,collectiveactionsandgovernanceschemeofthemilieu(relationshipswithR&Dinstitutions,Associations etc.).
IV. Interviewsoflocalstakeholders.
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Thank you!
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