論説
クリエイティブ産業の捉え方と発展可能性
2017 年 2017 巻 32 号 p. 1-12
詳細
2017 年 2017 巻 32 号 p. 1-12
We estimated that the ratio of the sales of the creative industries to those of the whole Japanese industries is 2.0 % in 2014 and the ratio of the number of employees of them is 4.2 % in 2012. The creative industries as a whole don’t show the expansion, but some industries have grown recently in Japan.
The improved outlook and feel may inspire favorable impression of the products and may promote the willingness-to-pay of consumers. The aesthetic improvement of the products may depend on the criterion which is ranked objectively in terms of the quality of products, and this is the case of the vertical product differentiation. Then, the aesthetic improvement can be regarded as an innovation, as Stoneman (2010) proposed. On the contrary, the increase of the kind of products or the products variants may promote willingness-to-pay of consumers, but it depends on the subjective values of each consumer, and is not ranked objectively in terms of quality of products. Then, the product variation is not an innovation, but the horizontal product differentiation. About the spiritual, social, historical, and symbolic values as the components of the cultural values (Throsby, 2001), we can see that messages such like symbol, expression, identity, etc. are impressive characteristics of them. However, the criterion of these values is subjective and is independent of the ranking in terms of quality of products. Stoneman suggested that the increase or change of the kind of products and the aesthetic improvement of the products both can be regarded as a soft innovation, but we don’t think so. We understand that it needs to observe the quality ranking order of new products to be an innovation in the creative industries.
There are a lot of issues. There is a large gap between conceptual consideration and the available statistics to implement the empirical study. Also, we must make clear the relationship between the cultural industries and the creative industries, as well as the terminology of the basic word ‘creative’.
