Analyse des liens entre l`industrie wallonne, les services à haute

Baker Research & Consulting
Personne de contact:
Dr. Vincent Duchêne
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www.ideaconsult.be
Analyse des liens entre
l’industrie wallonne, les services
à haute intensité de
connaissances et les industries
créatives et culturelles, dans
une perspective de chaînes de
valeur
Rapport Final | 23 mei 2014
Votre référence: cahier des charges SPW/DGO6/WECD/04
Pour le compte de:
Service Public de Wallonie – Direction de la politique
économique – Département de la compétitivité et de
l’innovation
Wallonia Creative District is a Preparatory Action proposed by the European Parliament and implemented through a Grant Agreement
by the European Commission’s Directorate-General for Enterprise and Industry.

Table des Matières – Table of Content
Executive Summary 1
Background and objectives 1
Importance of knowledge-intensive services (KIS) and CCI in the Walloon economy 1
Characteristics of creative collaboration KIS-CCI-Industry 2
Industrial relations ..................................................................................................... 2
Factors stimulating creative collaborations between CCI-industry .................................... 2
Impact on innovation/competitiveness ......................................................................... 3
Recommendations 3
Résumé exécutif 5
Contexte et objectifs 5
Importance des services à haute intensité de connaissance (SHIC) et des industries culturelles et créatives (ICCs) dans
l’économie wallonne 5
Caractéristiques des collaborations créatives SHIC-ICCs-Industrie 6
Relations industrielles ................................................................................................. 6
Facteurs stimulant les collaborations créatives ICC-industrie........................................... 6
Impacts à l’innovation / compétitivité ........................................................................... 7
Recommandations 7
1/ Introduction 9
1.1 Contexte et objectifs de l’étude 9
1.2 Structure du rapport 9
2/ Classifications et typologies 10
3/ Poids relatif des Industries Culturelles et Créatives (ICCs) et des Services Intensifs en Connaissance (SICs)
dans l’économie 11
3.1 Services intensifs en connaissances 11
3.2 Industries culturelles et créatives 11
3.2.1 Emploi salarié ............................................................................................. 11
3.2.2 Etablissements ............................................................................................ 12
3.2.3 Déclarants TVA (entreprises et indépendants) ................................................ 13
3.2.4 Chiffre d’affaire ........................................................................................... 14
3.2.5 Eléments de comparaison européens ............................................................ 15
4/ Interrelations entre Industries Créatives et Culturelles (ICCs), Services Intensifs en Connaissances (SICs) et
industrie 19
4.1 Services intensifs en connaissances (SICs) 19
4.2 Industries Culturelles et Créatives (ICCs) 24
4.3 Cartographie des interrelations 29

4.4 Performance à l’exportation des SIC et des ICCs Wallons 32
4.4.1 Introduction ................................................................................................ 32
4.4.2 Résumé des performances ........................................................................... 32
5/ Contribution des ICCs à l’économie régionale : trois cas d’étude 36
5.1 Faits saillants de l’analyse quantitative 36
5.2 Définition des trois cas d’études et approche 36
5.2.1 Définition et sélection .................................................................................. 36
5.2.2 But des études de cas .................................................................................. 38
5.2.3 Types de contributions et impacts potentiels à l’innovation .............................. 38
5.3 Conclusions inter-cas 39
5.3.1 Relations industrielles .................................................................................. 39
5.3.2 Facteurs stimulant les collaborations créatives ICC-industrie ............................ 40
5.3.3 Impacts à l’innovation / compétitivité ............................................................ 40
6/ Recommandations 41
7/ Annexe : résumé des interviews (confidentiel) 43
7.1.1 Design ........................................................................................................ 43
7.1.2 Audiovisuel ................................................................................................. 44
7.1.3 Agroalimentaire ........................................................................................... 45

1
Executive Summary
Background and objectives
Within the framework of the 'Wallonia European Creative District' (WECD) programme, and specifically
its first axis (‘policy learning’), the SPW/DGO6 (Public Service of Wallonia/DG06) decided to conduct a
study on the size and role of Creative and Cultural Industries (CCI) in the Walloon economy, in
particular within industrial value chains. This study is related to a recently completed study on inter-
industrial relations in Wallonia1, which highlighted the importance of some high added-value domestic
services for anchoring major industrial sectors in the Walloon economy. In fact, according to the
literature, both high added-value services and creative industries are playing an increasingly important
role in industrial renewal and in the adjustment of production structures in Wallonia, Europe or beyond.
Consequently, regional and European industrial policies have increasingly stressed the need to better
understand (and stimulate) such favourable interactions. The main objective of this study was therefore
to analyse and to assess the role of CCI and the interactions between CCI, knowledge-intensive services
and industry in Wallonia.
This primary objective can be broken down into 4 operational sub-objectives:
1. Measure the share of the CCI and knowledge-intensive services (KIS) in the regional economy;
2. Analyse the economic flows between industry and KIS/CCI and identify those KIS/CCI with the
strongest ties to industry;
3. Analyse the degree of integration of KIS and CCI in industrial value chains and existing spill-overs
between these sectors;
4. Draw strategic lessons and identify operational recommendations for the future implementation of
the WECD project for the support of CCI in Wallonia and their impact on the rest of the economy.
Importance of knowledge-intensive services (KIS) and CCI in the Walloon economy
 In Wallonia, nearly half (49.8%) of all jobs are in sectors that could be considered as knowledge-
intensive (2011). This figure has changed little since 2008; it is above the average level for
Belgium (46.2%) and for Europe (EU-28: 38.9%). Many of these jobs are in public services (e.g.
administration, education). High-tech Knowledge-intensive services, a particularly important sub-
set of the KIS, represent around 3% of total employment in the region (which is in line with the
average levels for Belgium and Europe).
 It is difficult to estimate the share of CCI in the Walloon economy, particularly due to the
limitations of the various data sources available. However, it can be stated that the total weight
of the sector in total employment in Wallonia is certainly over 1.6% (share of pay-roll
employment) given the large number of self-employed workers active in the sector as well. With
regard to the number of establishments, the share of CCI amounts to 2.6% in the region. The
share of the sector in the total added value for the region is probably roughly 2%.
 There are three main areas of activity in the CCI in Wallonia: architecture, publishing and
heritage. The predominance of heritage-related activities is more pronounced in Wallonia than is
generally the case in Belgium, although CCI represent a smaller share of the region's economy
than they do in Belgium's economy overall. These sub-areas also constitute the major areas of
activity for CCI in Europe.
 Unfortunately, it is not possible to examine the interrelationships between these three main
areas with the rest of the economy, due to difficulties in classification and incompatibility of
statistics in the Input-Output tables of the Belgian National Bank. However, it was nevertheless
possible to analyse the interrelationships for over half of the CCI.
 The general observation derived from the analysis of the regional ‘user-supply tables’ from 2007
(underlying the regional Input-Output Matrix of 2007) is that there are strong interrelationships
between and within the CCI but, in general, relatively few direct connections with the rest of the
economy, and in particular very few direct connections with industry. Apart from the CCI, by far
the largest share in the demand for Creative and Cultural Products (CCP) comes from the service
sector, especially from the knowledge-intensive services (KIS). Direct links with the
manufacturing industry are relatively minimal: it could be estimated that the share of the
production of Walloon CCI in intermediate consumption by manufacturing industry sectors is
1 IDEA Consult et al (2013), '
Étude sur les interrelations industrielles en Wallonie et sur l’intégration de l’industrie
Wallonne dans les chaînes de valeur globales: une vision prospective ', (Office of minister Marcourt and SPW –
DGO6, 2012-2013).

2
lower than 10%. There is no industrial sector that represents more than 1% of the demand in
intermediate consumption for CCI. Among these, the pharmaceutical industry, the food
processing industry and the clothing industry are the biggest consumers. Yet, mapping the flows
of added value revealed the existence of a major connection with the audiovisual and advertising
sectors, and the distriubution sector (in turn connected to the some industrial sub-sectors).
Characteristics of creative collaboration KIS-CCI-Industry
Based on the available literature, the results from the empirical data analysis (I/O flows) and from the
case-studies carried out in the context of this project, the following conclusions can be drawn
regarding 'creative collaboration'
Industrial relations
 Collaborations between industry (and businesses in general) and CCI actors are generally in the
context of a customer-supplier relationship: the companies call upon a CCI actor to deliver a
predetermined product or service. The effects or impacts of this collaboration are chiefly situated
at the level of the client company ('downstream' spill-overs).
 Collaborations are not strictly limited to relationships based on geographical proximity. Some
collaborations require intensive interaction and therefore close, regular contact; yet others are
geared towards services exported far beyond the Walloon borders.
 Despite an overall positive assessment of these creative relationships, they rarely involve true
strategic collaboration (with a dialogue on an equal footing between partners of equal
importance and with a 'win-win' relationship for both parties). Relationships are often of a
'customer-supplier' nature and on a one-off basis. The interaction rarely leads, for example,
companies to review their portfolio of products/activities (in nature, extent or composition).
Generally speaking, the companies who make use of design do it from a short-term and one-off
point of view, and far too much 'downstream'. There is very little ‘upstream’ collaboration or
contribution at the strategic level, in other words, a scenario in which design would go hand-in-
hand with the renewal of a portfolio of activities or products. As reported by several ‘design’
companies, the customers are mainly focused on the resources to be implemented and contact
the designers for this purpose, while they would better communicate their strategic goals and
give the designers a lot of latitude as far as the means to be used…
 The ‘customers’ come from numerous sectors and there is no preferred or priority sector as such
for the consumption of the products/services of the CCI. In any case, given that the relationships
are chiefly situated downstream of the value chain (see above), the customers of CCI generally
tend to be industrial sectors manufacturing end-products that are close to the end consumer.
 The more a creative collaboration is given a strategic position in the production chain, the more
this collaboration will be characterised by:
 A process of co-creation in which the company and the CCI actor participate on equal
terms;
 A need to take a multidisciplinary approach.
Factors stimulating creative collaborations between CCI-industry
 The most important factors leading companies to decide to collaborate with (external) CCI actors
are:
 Benefiting from specialised expertise not available within the company. In most cases, this
involves knowledge that is not part of the company's core activities (but which is
nevertheless important). For example, this may be an industrial SME who engages an
external communication agency to develop an advertising campaign for a consumer
product;
 Being better geared towards the end consumers by using creative products or services
(e.g.: user-centered design, targeted communication) ;
 Opening up new opportunities thanks to a creative, external view on the internal processes,
products or services. In this regard, it was noted that there is no preference shown for
keeping services such as design internal, as opposed to outsourcing them. The advantage
of internalising them is that the designers become highly familiar with the product,
company and customers… But calling upon external designers allows them to access a new
vision that is ‘fresher’. External designers have a broader, more innovative approach, a
cross-sectoral approach that promotes ‘hybridisation’ phenomena…