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The CCI Symposium @ The Glasshouse, Queensland University of TechnologyDAY 2, Monday 30 March 2009
Session: “Methodologies: Evidence-based Approaches to Creativity and Innovation”
What is an evidence-based approach?
Theory & evidence in evolutionary analysis of creativity & innovation
What does evolutionary economics predict?
Creative innovation services
Jason Potts
What is an evidence-based approach?
FIRST…
A growth of knowledge process in which theory is iteratively proposed and tested
The core of an evidence based approach is the continual testing of theory
An evidence-based approach is an evolutionary approach to knowledge, to science, to policy, to action
Opposites of an evidence based approach
1. A data based approach – no connection to theory
2. A belief based approach – no evidence needed
Properties of an evidence-based approach
• That theory determines data – data is created for the purpose of testing theory [only]
• That when evidence falsifies a theory, make a new theory
• That theory is specific/lucid/stark/spare• That data is ‘fit for purpose’
This leads to a ‘models’ approach
• We propose & test & sort among competing ‘models’ or hypotheses
IMPLICATION A
THIS IS WHY WE’VE BEEN MAKING MODELS
This requires a framework to create/ generate new models/hypothesis
This framework is – Evolutionary– Complexity– Cultural/Institutional– Economic
THIS IS WHY WE’VE BEEN BUILDING CULTURAL SCIENCE
Cultural Science
IMPLICATION B
Theory & evidence in
evolutionary analysis of
creativity & innovation
SECOND…
What are we looking for evidence for?
• Creativity & innovation as evolutionary
mechanisms & processes
THEORY
• Connects to evolutionary & complexity theory
• Connects to evolutionary economic theory
• And so on… toward Cultural Science
EVIDENCE
• Mechanism seeking
• Statistical law seeking
• Pattern-based, simulation, historical, …
What, then, are our hypotheses?
On creativity?
On innovation?
On creativity
• Situated• Ecology• Open • Market-nonmarket, pro-am, consumer-
producer…• Evolutionary structures & incentives
On innovation
• (Schumpeterian) evolutionary process• (Hayekian) market process• Co-evolutionary • agent, network, system • B2B, B2C, C2B, C2C, G2B?, G2C?• Creative innovation services
What does evolutionary economics predict?
Economic growth & dynamics
• Industries & markets transformed by innovation trajectories
• Differential growth, ‘creative destruction’ & continuous structural change
Power laws
• Open system (evolutionary) population dynamics manifest as power law distributions
– Income– Market shares– Size distributions– Networks
entrepreneurship & risk-taking
• Driver of growth & change• Institutions of an
entrepreneurial economy
Importance of – finance– new businesses– new business models
Creative innovation services
An example of what the evolutionary economic perspective offers- Four models- Social network markets
creative innovation services
• Creative industries as part of the innovation system
Generation Description
1st Supply push Science Technology Applications by firms to market
2nd Market pull Market demand R&D technology & manufacture sales
3rd: Coupling modelScience and technology interactions between R&D, design,
operations, marketing, etc (all within the firm) Markets
4th: Collaborative modelScience and technology interactions between R&D, design,
operations, marketing, etc (extended network) Markets
5th: Open model Systematic interactions with all sources of knowledge
5 generations of innovation system
As the innovation system evolves, it becomes more complex & open…
…and so creative industries innovation services come to matter more and more
creative industries innovation servicescreative industries innovation services
Creative innovation service Value
Creativity servicesProviding new ideas as content into other businesses
Creating new market nichesShaping consumer preferences and perceptions to differentiate
Design and interfaceShaping interactions between the technical and social
Normalisation of novelty, persuasion
Via story-telling, representatives of new (magazines, advertising, TV drama)
Business models Translating models of value delivery
Connecting to user-communities Creating communities, shaping identity
Social network marketsChoice over uncertainty in social context and signalling
Technologies to lifestyles Social context of use
Lifestyles to technologies Applications of technology
Demand for creative innovation services in terms of innovation trajectory
1 origination Supply of innovation capabilities to create new ideas
2 adoptionSupply of leading preference formation, social network market services
3 retentionSupply of embedding and normalization services e.g. brand awareness
Demand for innovation services in
Demand for creative innovation services in 5G context
Business networks Supply of services to enable increased network connection
ICT & IvT (& ImT)Supply of imagination technologies to facilitate whole of network creativity
Multiple sources of ideas & knowledge
Services to integrate and connect tacit knowledge and shape it into new ideas, solutions, supply of access to user-consumer communities and open innovation communities
Brokers Services to connect ‘tacit demand’
Business modelsServices to export value creation models from creative domain