Creative networks in Florence and Paris: empirical results on project networks

Raffaele Donvito, Gaetano Aiello and Silvia Ranfagni

Journal of Global Scholars of Marketing Science, 2013, vol. 23, issue 4, 379-393

Abstract: This article addresses the topic of creativity at the geographic territory level from a network perspective. Its objective is to propose an innovative representational model of creative networks in geographical territories that is suitable for analyzing the process of the management of creativity.This model aims to go beyond the boundaries of the creative industries (Florida, 2002; Stolarick & Florida, 2005) by identifying specific territorial networks with creative content. The new perspective adopted is based on the construction of project networks (Ramos & Ford, 2009). In order to identify territorially-based creative project networks, the authors utilize the concept of the network mobilizer (Mouzas & Naudé, 2007).Some managerial implications derive from the proposed model. With it, actors involved in territorial networks enhance their capabilities to know their network position and their contribution to creativity generation.The empirical research involves the territories of Florence and Paris, which historically have been distinguished by creativity. These territories are analyzed with a focus on high symbolic value goods. The methodology is based on face-to-face in-depth interviews with 10 network mobilizers. Through the perceptions of these network mobilizers, 15 project networks have been discovered. These project networks have been recreated based on the network picture (Ford & Redwood, 2005) outlined by the same mobilizers.The approach of this article is to focus on the creative content of the network interactions, rather than on the analysis of phenomena correlated with actors in the creative industries (Cooke & Lazzeretti, 2008; Lazzeretti, Boix, & Capone, 2008) linked to a territory. The perspective adopted in the model is based on the construction of project networks (Ramos & Ford, 2009), that is to say networks in which several actors participate, with the aim of realizing a specific, shared project. In order to identify territorially-based creative project networks, the authors utilize the concept of the network mobilizer (Mouzas & Naudé, 2007), that is, those particular actors who assume the position of network activator through the process of mobilization of activities and resources.The main theoretical result of the research is the generation of an innovative model for representing creativity at a territorial level that integrates a mainly qualitative analysis perspective together with quantitative tools. Some relevant managerial implications derive from the proposed model. With it, actors involved in territorial networks enhance their capabilities to know their specific network position and their contribution to creativity generation. It leads to a more acknowledged development of network relations, where actors increase their capabilities to shape a set of activities and resources to share within the network in order to strengthen creativity.The empirical research refers to the territories of Florence and Paris, which historically have been distinguished by creativity. In both territories, potential network mobilizers have been identified by the authors. Through the perceptions of these network mobilizers, project networks with potential implications for the Florentine and Parisian territories have been discovered and investigated. These project networks have been individually recreated based on the network picture (Ford & Redwood, 2005) outlined by these same mobilizers. The methodology is based on face-to-face in-depth interviews with 10 potential network mobilizers.

Date: 2013
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DOI: 10.1080/21639159.2013.818282

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