This document discusses several economic and technology trends including the shift from agriculture to manufacturing to services industries. It also mentions the convergence of different industries like technology, media, gaming, and entertainment. Examples are given of how certain industries are being disrupted by new technologies like transportation through Uber and Zipcar, agriculture through drones, and manufacturing through robotics and 3D printing. The document asks what competitive advantages creative industries have and lists factors like brand, access to customers and talent, and proprietary technology. It discusses studies of industries like gaming, design, and movies. Finally, it discusses how technology is eroding the advantages of incumbents and asks about the nature of competitive advantages in packaging.

1. UDD talk

2. Economic and Tech Trends
• Agriculture  Manufacturing  Services
(information/data)  Entertainment
• Subsidies/Resistance to change leads to trade
imbalances – China/US
• Virtualization
• Convergence – tech/media/gaming/etc.

3. Trends
• Job creation/economic growth by sector graph
here

4. Recombination/Tech Convergence
• Media and Technology

5. Industry life cycles
• Utterback, Christensen

6. Competitive Advantages in Creative
Industries?
• Demand side
– Brand
– Special access to customers
• Supply side
– Special access to creative or tech talent?
– Proprietary technology

7. Examples
• Car ownership  Uber, Zipcar
• Agriculture – drones/robotic harvesting
• Manufacturing  Robotics (Haier’s factory with
no lights)  3D printing
• Education – Universities  MOOCs
• Music  Records/CDs/mp3  Spotify/iTunes
• Who are the most successful “creative industry”
companies? What’s their competitive advantage?
• Pixar, Disney, EA, Fashion?, Netflix,
• Creative class study and entrepreneurship

8. Creative Industry Studies
• Henning and Ethan’s studies of Gaming
• Hatim’s study of a design firm – time horizon
• Jialan’s study of movies

9. Importance of competitive advantage
• Technology entrepreneurs and de-regulation
are continuously eroding the competitive
advantages (and financial performance) of
industry incumbents.
• Average time a company spends in the S&P
500 is steadily declining

10. Competitive Advantages
• What is the nature of enduring (or even temporary)
competitive advantages in packaging?
• Demand side
– Special access to customers
– Design/Brand?
– Speed - Catching onto consumer trends earlier – environmental
concerns, aging population (frustration-free)
– Catching onto industry trends earlier – robotics, drone delivery,
etc.
• Supply side
– Technologies (new materials, process technologies)

16. Frustration-free packaging

17. Environmental concerns
• Organizational behavior and performance has
become increasingly susceptible to the
influence of secondary stakeholder activism—
namely community activists, advocacy groups,
religious organizations, and other non-
governmental organizations that often
represent a broader social movement.