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Mapping the Creative 
Industries in Jordan 
2012 
Yusuf Mansur
Economy of Jordan 
• Real GDP at market 
prices grew at an 
average annual rate of 
6.65% between 2005 
and 2011 
• The gr...
Economy of Jordan 
• For the period of 2005- 
2011 net inflows of 
foreign direct 
investment (FDI) 
amounted to a total o...
Economy of Jordan 
• Jordan imports almost twice the amount it exports 
• Imports increased from JD 7.4 billion in 2005 to...
Jordan Ranking in Major 
Economic Indices 
• Ranked 71st out of 142 countries, falling 6 
places from 65th place in 2010/2...
The Creative Economy 
Creativity comes in various forms, as in the figure 
presented below: 
Scientific 
Creativity 
Cultu...
The Creative Economy 
Manifestations 
of creativity 
(outputs and 
outcomes) 
Cultural 
capital 
Social capital 
Structura...
The Creative Economy 
According to the UNCTAD Creative Economy Report 2010, 
creative industries are defined as: 
– The cy...
The Creative Economy 
The statistical correlation between the Global Competitiveness Index and 
GDP per capita stands at 0...
11 
Mapping Competitiveness: Porter Diamond 
Factor 
Conditions 
Strategy, Structure 
& 
Rivalry 
Demand 
Conditions 
Clus...
Demand Conditions 
• A slight majority of demand originates locally 
• In all industries the majority of demand is 
patter...
Demand Conditions 
• Customers are not adequately knowledgeable of 
industry trends 
• The Arab Awakening has increased de...
Factor Conditions 
• Equipment is new, yet lacking in sophistication 
• Focus is mainly on a few projects (77% complete 30...
Clusters & Clustering 
• In all industries except in the Audio-Visual and Interactive 
Media, less than 15% of the stakeho...
Government 
• The majority say there are no policy restrictions on new 
entry 
• The government is not responsive to stake...
Strategy, Structure, & Rivalry 
• The main competitors to Jordan are Lebanon, United 
Arab Emirates (UAE) and Egypt 
• Pri...
Thank You
Yusuf mapping the creative industries in jordan 15 11 2012
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Yusuf mapping the creative industries in jordan 15 11 2012

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Mapping the Creative Industries in Jordan, an empirical assessment using the Porter Diamond

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Yusuf mapping the creative industries in jordan 15 11 2012

  1. 1. Mapping the Creative Industries in Jordan 2012 Yusuf Mansur
  2. 2. Economy of Jordan • Real GDP at market prices grew at an average annual rate of 6.65% between 2005 and 2011 • The growth rate slowed in 2010 to 2.3%, 2.6% in 2011 Real GDP Growth Rate (%), 2005-2011 2 9.00% 8.00% 7.00% 6.00% 5.00% 4.00% 3.00% 2.00% 1.00% 0.00% 2005 2006 2007 2008 2009 2010 2011 Source: Central Bank of Jordan
  3. 3. Economy of Jordan • For the period of 2005- 2011 net inflows of foreign direct investment (FDI) amounted to a total of JD 12,290 million • The average annual growth rate was -8.1% • FDI peaked in 2006 and reached its lowest point during 2011 Foreign Direct Investment, 2005-2011 3,000.00 2,500.00 2,000.00 1,500.00 1,000.00 500.00 • FDI rose again in 2012 0.00 2005 2006 2007 2008 2009 2010 2011 Source: Central Bank of Jordan
  4. 4. Economy of Jordan • Jordan imports almost twice the amount it exports • Imports increased from JD 7.4 billion in 2005 to JD 11 billion in 2011, an average annual increase of 11.2% • Jordan’s trade deficit reached JD 5.895 billion in 2011 • Throughout the past decade, the unemployment rate has been hovering between 15.3% and 12.3% • There is a severe case of structural unemployment, a mismatch between the skills of workers seeking employment and the demand in the labor market • The CPI, a measure of inflation, increased by 38.84 from 94.125to 129.967 during the period 2005-2011
  5. 5. Jordan Ranking in Major Economic Indices • Ranked 71st out of 142 countries, falling 6 places from 65th place in 2010/2011 Global Competitiveness Report, 2011/2012 • Ranked 111th out of 183 countries, falling 4 places from 107th place in 2010 Doing Business Report, 2011
  6. 6. The Creative Economy Creativity comes in various forms, as in the figure presented below: Scientific Creativity Cultural Creativity Economic Creativity Technological Creativity
  7. 7. The Creative Economy Manifestations of creativity (outputs and outcomes) Cultural capital Social capital Structural or institutional capital Human capital Four Types of Capital
  8. 8. The Creative Economy According to the UNCTAD Creative Economy Report 2010, creative industries are defined as: – The cycles of creation, production and distribution of goods and services that utilize creativity and intellectual capital as main inputs; – A set of knowledge-based activities, focused on but not limited to arts, that potentially generate revenues from trade and IPRs – Tangible products and intangible intellectual or artistic services that have creative content, economic value and market orientation – Intersect the artisan, services and industrial sectors.
  9. 9. The Creative Economy The statistical correlation between the Global Competitiveness Index and GDP per capita stands at 0.84. The Global Creativity Index also has a close association with the Global Competitiveness Index, the correlation is 0.79
  10. 10. 11 Mapping Competitiveness: Porter Diamond Factor Conditions Strategy, Structure & Rivalry Demand Conditions Clusters & Clustering Government
  11. 11. Demand Conditions • A slight majority of demand originates locally • In all industries the majority of demand is patterned except for Books and Press in which half of the demand is patterned • Cyclical demand is the prevalent type of demand in all the industries except in Performance and Celebration • Price is the main factor affecting demand in all the industries except in Performance and Celebration in which trends is the main factor • Quality is the driving factor in the pricing of creative services and products 12
  12. 12. Demand Conditions • Customers are not adequately knowledgeable of industry trends • The Arab Awakening has increased demand • Jordan is capable of handling increased demand • The Arab Awakening has changed the work culture and environment • The nature of the creative content has changed with the advent of the Arab Awakening • The quality and sophistication of the creative content has increased 13
  13. 13. Factor Conditions • Equipment is new, yet lacking in sophistication • Focus is mainly on a few projects (77% complete 30 projects or less) • Projects are small • A majority view the global market as open to their activities • Global connectivity is high • Regional markets are open • Connectivity to global markets is higher than connectivity to regional markets • Medium to low availability of quality human resources • Medium availability of technology 14
  14. 14. Clusters & Clustering • In all industries except in the Audio-Visual and Interactive Media, less than 15% of the stakeholders have agreements in place with supporting industries • Between 31%-44% of stakeholders in all industries utilize services and products from supporting industries • Those stakeholders using products and services from supporting industries, use them frequently • Supporting industries are reliable • Relationships with suppliers from other industries are long term • The large majority of relationships are project based • Suppliers are relatively reliable in terms of quality consistency • The majority of suppliers are local 15
  15. 15. Government • The majority say there are no policy restrictions on new entry • The government is not responsive to stakeholders’ needs • Government agreements with other countries do slightly harm stakeholders • Monopolistic practices are apparent and harm businesses • It is difficult to find both local and regional investors • The regulator limits the growth of companies • Customs are very high and higher than those of surrounding countries • Government legislation and procedures do not help exports reach their potential • Intellectual property rights are not protected • Problems faced with regard to IPR are not being solved 16
  16. 16. Strategy, Structure, & Rivalry • The main competitors to Jordan are Lebanon, United Arab Emirates (UAE) and Egypt • Price is the most important factor in being competitive with regional competitors • The majority of stakeholders are not members of professional associations • Stakeholders receive minimal support from professional associations • Information on industry trends is widely accessible • Insufficient finance and limited markets are the main factors affecting demand 17
  17. 17. Thank You

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