Role of Cluster Management in Cluster Competitiveness Clusterland Upper Austria Experiences

Role of Cluster Management in Cluster Competitiveness Clusterland Upper Austria Experiences

A minute of silence for Walter Freudenthaler 1. 7. 1953 24. 3. 2011

Cluster-Excellence.eu is currently one of the most relevant cluster management related projects at EU level

Project Overview: 4 modules

Register your Clusterinitative: www.clustercollaboration.eu or www.cluster-excellence.eu/collaboration Mapping of cluster organisations Mapping of cluster members Communities / social networks News / events & informations Marketplace, offers/requests Eu-programs / calls & tenders

The European Cluster Collaboration Platform is an online portal rich in information and networking services that enable better and more targeted interaction between cluster organizations and their members. Key functionalities: Mapping and profiling of cluster organisations Mapping and profiling of cluster members Establishing sectoral and thematic communities Searching for new project ideas and financing sources Frameworksetting for future collaboration with new partners

Cluster Management in Upper Austria leading Austrian region in industry, technology and export 1.4 mil. inhabitants / 17 % of the population 12,000 km² / 14.3 % of area 24 % of Austrian production value 28 % of Austrian exports 4,9 % unemployment rate* *) National definition: all registered unemployed (including seasonal unemployed) as a percentage of the workforce potential (employed + unemployed), Oktober 2010 Source: Upper Austrian Statistics Office, AMS Linz, Upper Austrian Chamber of Commerce Source: OÖ. Technologie- und Marketinggesellschaft Page 7

The value-chain of cluster organisations Cluster Mapping Cluster Policies Cluster Management Focus of Upper Austria page 8

Specialisation example of the UA industry (RTA figures) Figures > 1: The sectorial share lies above the Austrian average Figures < 1: The sectorial share lies under the Austrian average 3,00 2,50 2,00 1,50 1,00 0,50 0,00 Oberösterreich Fahrzeugbau Metallerzeugung, -waren Textil, Bekleidung Möbel, Sport- / Spielwaren Kunststoff Maschinenbau Chemie Nahrungsmittel, Getränke Holz (ohne Möbel) Glas, Steinwaren Papier, Druckerei page 9

Upper Austria has a systematic innovation strategy Strategic programme Upper Austria 2000+ 1998 2003 3 strategic areas Programme volume: 300 m; Upper Austrian contribution: 80.8 m Approx. 20 m for cluster setup Strategic programme Innovative Upper Autria 2010 2005 2010 5 strategic areas Programme volume: 600 m; Upper Austrian contribution: 200 m Approx. 5% for professionalising of cluster and network initiatives Strategic programme Innovative Upper Austria 2010plus 2010 2013 5 strategic areas Programme volume: 450 m; Upper Austrian contribution: 150m

Core strategy of Clusterland Upper Austria Increase in competitiveness of clusterpartners Innovation Cooperation

Foundation of clusters & networks 2000 1999 1998 Plastics Automotive Furniture & Timber Resources and Energy Efficiency 2002 Health Technology Mechatronics Design & Media Human Resources Environmental Technology 2009 2003 2004 2006 Until 2009-11 Network Environmental Technology Page 12

Clusters in Austria - Cooperations +Salzburg +Lower Austria +Salzburg +Salzburg +Lower Austria +Salzburg Clusterland Oberösterreich GmbH Seite 13 02. April 2011

Organisational details not profit but performance orientated Founded 12/2005 Organization GmbH (Ltd.) Shareholders TMG (61%), Chamber of Commerce (19.5%), Federation of Austrian Industry (19.5%) Advisory Board Partners Cooperation projects Events 8 14 company representatives per cluster/nw 1,760 companies; 260,000 employees; 53 bn turnover 343 with 1,465 partners (since start) 1,400 with 55,000 participants (since start) Budget ~ 5.5 mil. (2011) Employees 38.05 (full time equivalent) Self financing ratio 66 % (2010); specific clusters about 80% As per 2010-12-31 Clusterland Upper Austria Page 14

Selffinancing in % Self-financing of cluster initiatives 100,0% 90,0% 80,0% 70,0% 60,0% 50,0% 40,0% 30,0% 20,0% 10,0% 0,0% 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 AC KC MHC GC MC NDM NHR UC NREE Page 15

Facts & Figures Clusterland Upper Austria Start Partners Sales bn Workforce thds Automotive 07/1998 217 23,3 84,9 Plastics 04/1999 436 13 56,9 Furniture & timber construction 01/2000 273 2,2 15,8 Health Technlogy 03/2002 235 4,2 37,5 Mechatronics 01/2003 319 10,1 50,7 Environmental Technology 01/2006 99 k.a. 13,5 Design & Media 01/2004 70 k.a. k.a. Human Resources 01/2004 111 k.a. k.a. Resources and Energy Efficiency 05/2009 k.a. k.a. k.a. TOTAL (cum.) 1.760 52,80 259,3 Per 2010-12-31 Page 17

Our core-competences we know, who knows what working with groups Project Management Clusterland Oberösterreich GmbH Seite 20 02. April 2011

Benefits for cluster and network partners Information platform as springboard for increased success Databases, company interviews, quarterly journals, company directories Information and Communication Knowledge transfer and management in the network Regular specialised events; 1,411 events with 54,895 participants Initiating and supporting cooperation projects 343 cooperation projects with 1,465 partners; 64 % new products, 25 % new producion processes, 11 % specific qualifications Positioning the partners both home and abroad Technology presentations, branch image, trade fairs Qualification Cooperation Marketing & PR Supporting companies as they enter new markets Cooperations with European regions, EU-projects Internationalisation Page 21

Information and communication platform Creates transparency Detailed databases Interactive cluster homepages Monthly newsletters to 500 2,000 contacts per cluster or network Quarterly journals Company directories Frequent company visits & interviews (approx. 150 p.a. per team) page 22

Customer Relationship Management System (CRM) A CRM-System is a database application, which allows a structured and if necessary the automated compilation of all customer-contacts and data. Compilation of company contacts, company visits, discussion notes, correspondence, invitations, newsletters, events, participation, cancellation, projects: ideas, realisation, subsidies, project partners; requests, cluster support etc. Data in CRM-system of Clusterland Upper Austria Ltd. 40,000 companies 87,000 persons 2,000 events 550 projects 46,000 documents Page 23

The CRM system Newsletter system Subscriber administration 29,000 subscribers Websites List of partners projects events PDA Partner data CRM e-mail Outgoing Incoming Accounting Invoice recipient Start invoice dispatch Online- Maintenance Partner data Page 24

Knowledge transfer and management Training and qualification Regular specialised events Workshops, company tours, study trips Know-how transfer on trends and technologies Approx. 1 4 events per month and cluster Events AC KC MHC GC MC UC NHR NDM NREE S Participants 362 12.880 215 11.248 229 9.912 141 4.896 211 7.394 55 1.573 134 4.110 59 2.762 5 120 1.411 54.895 Per 2010-12-31, data since existence 1998 Page 25

Description of cooperation-process Starting point: events market observation company visits advisory board Support in: moderation project structuring proposal writing ev. submission for funding Support in: preparation of interim reports preparation of the final report idea find partners structuring project kick-off implementation dissemination Support by: newsletters contacts database company visits Support in: moderation administration cooperation agreements Working out of: press information press conferences events Page 26

Initiating and supporting cooperation projects Establishment of contacts between potential project partners Round table meetings involving companies interested in cooperation Support during the grant application process Since 1998 active initiation of 343 cooperation projects with 1,465 companies 88 cooperative measures 16 national & EU projects Page 27

Cooperation project overview Submitted projects (within reporting period) Participating partners (incl. double entries) On-going projects (on-going at reference date as well as submitted before reporting period) Participating partners (incl. double entries) Completed projects (completed before reporting period) Participating partners (incl. double entries) AC KC MHC GC MC UC 2 3 6 4 6 2 23 10 14 24 13 20 6 87 1 10 11 6 12-40 5 41 64 22 41-173 66 89 68 23 30 4 280 314 384 309 85 101 12 1,205 Total number of projects 69 102 85 33 48 6 343 Total Participating partners (incl. double entries) 329 439 397 120 162 18 1,465 Total Funding volume 18.30 mil. Total Project volume 84.74 mil. app. 1:4.6 All data since existence (1998) Reference period: 09-12-01-10-10-31 reference date: 10-10-31 excl. 73 projects of LC Page 28

Innovation through cooperation E.g. Development of a prototype for a non-destructive examination of soldered sintered friction linings through ultrasound technology Implementation of the thermoforming process for the production of car body panels of fire engines Qualification and market positioning of the joiner cooperation group Attersee Werkstätten Development of a prototype for the microchip which is integrated in the braces to periodically measure the temperature Construction and prototyping of a pneumatically force controlled robotics for discharching any plasticised extruder profiles in combination with an automated palletisation system Development of a mobile flood protector, which is applicable rapidly and simply for everyone Page 29

Innovation through cooperation company visits print media newsletters databases 1,500 company visits p.a. 29,000 newsletter subscribers 46,000 DB documents Infoplatform Know- Howdiffusion symposiums. workshops study trips contact meetings 1,400 events with 55,000 part. in 13 years, 190 events with 6,600 part. p.a. Support of the cooperation process Permanent Cooperations Lighthousetower projects Clustercooperationprojects government funded projects EU-Projects exchange of experiences 343 projects with 1.465 companies in 13 years, 90 cooperative activities p.a.,. Seite 30

Positioning the partners both home and abroad Marketing & PR identity and image Technology presentations Measures to strengthen the branch image (e.g. Plastics Open Day, annual price for wood construction) Trade fairs, company visits, presentations at major customers National and international PR and advertising activities Page 31

International contacts Upper Austria is Europe s leading region and Best Practice Example concerning clusters and networks Clusterland represents the economic region of Upper Austria with 20 30 visits per year in more than 25 countries worldwide Clusters and networks are involved in various projects of the European Union and consequently try to accelerate the international exchange of ideas Source: OÖ. Technologie- und Marketinggesellschaft Page 32

How to measure success of clusters and networks? Willingness of companies to contribute Self financing Regular analysis of customer satisfaction Different Input-Output indicators (partner companies, cooperation projects, event participants ) LEVEL OF ACTIVITIES qualitative/quantitative Page 35

in % Experiences after 13 years of cluster activities 343 projects with more than 1,460 participating companies 77 % of the companies continue working together with their partners from cooperation projects, after these are officially over (the range goes from relationships between customers and suppliers up to establishments of joint ventures) 89 % of the projects could have not been carried out or not in this positive way without the support received from the cluster. One usually would have done without working together with other companies. Cluster partners grow faster than non-cluster partners (e.g. plastics cluster: +8 % p.a. / + 750 jobs p.a.) 14 12 10 8 6 4 2 0 Jährliches Wachstum in % Mitarbeiterzahl Umsätze Produktivität (Umsätze pro Mitarbeiter) Exportquote F&E-Quote Automobil-Cluster (AC) Source: Kundenzufriedenheitsanalyse 2009, conducted by market-institut Ohler, Fritz: Evaluierung der oberösterreichischen Clusterinitiativen, 2001 Schneider,/Holzberg: Volkswirtschaftliche Analyse ausgewählter Maßnahmen der oö Standort und Technologiepolitik, 2003 Österr. Fahrzeugindustrie Page 36

What does the ideal Cluster manager look like? or Christoph Beer

Cooperation is an (Upper) Austrian Core-competence Page 39

Contact & Information Werner Pamminger Clusterland Oberösterreich GmbH Tel: +43 732 79810-5118 Fax: +43 732 79810-5110 werner.pamminger@clusterland.at www.clusterland.at Clusterland Oberösterreich GmbH supports cluster and network initiatives. It promotes innovation through cooperation and competence in order to enhance the competitiveness of enterprises. All Rights reserved, especially the rights to copy, to distribute or to translate. No part of the slides may be reproduced, copied or distributed in any form or by any means without prior written permission of Clusterland Oberösterreich GmbH. Page 40