Sunday, December 5, 2010

How To Raise My Dorm Bed

8. The intangible economy

growth tomorrow
Maurice Levy and Jean-Pierre Jouyet, 2006

Maurice Levy
- CEO Publicis Group (3rd largest global advertising)
- Eminence gray
Jean-Pierre Jouyet
- ENA, Inspection scabies Finance
- Post Offices Jospin
- ; 2007 Sec. State Affairs Eur.

1. "The economy has changed, but of France do not draw all the consequences "

"Thirty years ago, be a leader in the automotive industry, it was primarily imposed by technical criteria, such as the characteristics of the cylinder. Today is the brand concept, the service after-sales or the level of technology integrated into vehicles that are in this sector, the industrial success "(I).

"In the virtual economy, our history, our geography, our territories are assets which can draw riches" (II)

Economy the intangible " an economy that has no physical basis but that places the intellectual at the heart of value creation. Now is our ability to create, innovate, invent that will be our main criterion for competitiveness and our primary source of growth "(7)

A triple movement
Innovation
- launch a product
- Create a concept, service, image, work organization, design
- ; is born of the quality of the entire OM (14)
Information and ICT
Services

more uncertainty and risk

Another dynamic, another model: ex.:
; The winner-takes-all
First-mover-advantage

2. Consequences

The press and media (16)
Sale Content: re- affected by ICT
Sale of Hearing (Google)
New models
- content Financing by the State
- Launch Free Press
- Radio Pay (?)
- ; image valorization

Investments and intangible assets of businesses

Nike - production costs: 4 %

Paradoxes of the intangible economy
IP: ensuring resources and sharing ideas
Competition and Cooperation (sharing fixed costs, pooling patent)
"value free"
- ; Free advertising and
- Additional services (Skype)
- A "free economy"
Evolution work: less painful (services) but more control, quality, etc..

New Role of the State
Producer of scarce resources (radio frequencies)
Farmers norms determining the intangible ecosystem (Financing movies)
è Correct market failures
è Ensure solidarity
è Rethinking Taxation (Europe and the world)

3. Current problems in France (1)

faults of secondary education
- English
- capabilities with the versatility and mobility
; Weak higher education
- failed mass
- ; Lack of prestige (Shanghai rankings)
- many programs in English
French research wins
- Number articles
- An organizational model to rethink
too Financing perennial
PhD students recruited from their labs (impossible in other countries)
device too rigid, unresponsive
Assessment (dashboards) incomplete
Few public relations research firms
The field of creative dynamism, but insufficient international vocation
"To understand the economic importance of cultural activities, the United Kingdom coined the concept of creative industries (creative industries ), that is to say areas that " have their origin in individual creativity, skill and talent and which have a potential for wealth creation and jobs through the generation and exploitation of intellectual property . In the intangible economy, the ability to create a nation becomes a key issue in terms of competitiveness "(55).
French at the forefront in the social use of the Internet, but not businesses
- Social Networks (Meetic)
- No SMEs

4. Current problems in France (2): the regulatory framework and financial

Protection of Inventions
- Patent System perfectible
- system of penalties for infringements improvable
Problems of financing (banks, venture capital)
; tax system to improve (too narrow vision of what can be inserted)
The issue of copyright
- moral and economic rights
- ; extended duration (70 years)
"The French design is able to adapt to new technology by combining the fight against piracy and developing new distribution models ; " (71)

"Beyond debates and principles, it is clear from the figures of the major management companies that the development rights of the Internet has not resulted in lower perceptions law for the benefit of authors. " (75)

"Without questioning the principle of collective management of rights, the French system could be organized more efficiently" (75)

; 1. Collective management is an effective modality for the collection and distribution rights
2. The French system of collecting fees could increase efficiency to the benefit of French designers
- A de facto monopoly, which the SACEM benefits
- high management costs (20% / / 13% U.S. and 11% Jap.) (76)

5. Current problems in France (3), not taking into account the state of its intangible assets

; The wireless local area network
Other rights
- management of retail
- Games Internet

è An inadequate recovery

... A quick note on the promotion of securitization (much less popular since the crisis of 2008)
" Some states have recently developed securitization of intangible assets, for example, the product sets or air transit rights. [...] Without commenting on the financial implications and accounting for this type of operation, it should be noted that it may have the positive effect of boosting the management of securitized assets. "


brand portfolio is now reduced public and its enhancement insufficient, particularly in the cultural field (103)
INSEE
Institut National de l'Audiovisuel (INA)
météofrance
; Légifrance

The branding culture is trapped in an outdated brand of politics (105)
" The France is undoubtedly a rich portfolio of highly developed cultural brands (The Louvre, Orsay, Centre Georges Pompidou ...) ".
"But this progress remains partial. The balance between, on one side, rich French cultural heritage and its thirty national museums and on the other, the benefits the state and the economy remains unbalanced reap. " (105)

No commodification, but:
" to The time when the budget Ministry of Culture , like other positions, faced with budget constraints, development of own resources should be a priority. "
" brands are part of the cultural influence of France, and its tourist attraction. In developing their reputation, it is basically the image of the France and weight in the national wealth of tourism that is reinforced "(105).

Marrying digital music player and culture: Museums content providers

Example: Guggenheim
"In recent years, the museum s is taxed as a reference. Given this success, the Guggenheim Foundation plans to develop this concept Hong Kong, Rio de Janeiro Abu Dhabi. "

"The cultural project in Abu Dhabi: a first test of the brand value" Louvre "» (107)

In this first limited to the international promotion of brands to add another one: inadequate funding structures conducive to raising private finance, especially foreign. (107)

Solutions
Developing Endowment funds
'rent or sell works of art [museum ], whether part of their permanent collections or s of their reserves to finance operations amounting to investment, whether they are acquisitions or restoration projects and development "(107).
Valuing [sell or rent] know-how public management approach in its own right that public actors have not yet sufficiently engaged "(108).
"Image protection and intellectual property issues that remain undeveloped in the public sphere "(111)

6: 68 Recommendations to improve the "brand France"

RECOMMENDATION No. 4: Recognize the law on public actors receive a financial interest in the case of commercial exploitation of their image.
RECOMMENDATION 9: Generalize assignment of copyright attached to intellectual services acquired by the state, particularly in terms of image.
RECOMMENDATION 10: more influential French museums by giving them the opportunity to:
to yield the right of use of their name under very strict;
rent and sell some of their works in ways that also highly regulated;
access to the status of the endowment fund to promote private fundraising, modeled on the U.S. Endowment Funds (123)

7. Consequences for culture

Letter Mission N. Sarkozy to C. Albanel "a reflection on the possibility for operators to dispose of public works in their collections without compromising natural heritage of the Nation , but rather in order to enhance at best "

" Proposed bill to establish genuine freedom of management cultural institutions " National Assembly , 13th Legislature, No. 233, September 27, 2007.

Report Rigaud, January 20, 2008

Proposed legislation to authorize the return by the France Maori heads to New Zealand and on the management of collections.

Next course
European Commission: Green Paper - Unlocking the potential of cultural and creative industries
http://ec.europa.eu/culture/our-policydevelopment/doc/GreenPaper_creative_industries_fr.pdf



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