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6 – 8 October 2006
TCDC, Bangkok

Recent studies by American economist Richard Florida found that cities where many creative people live have a stronger economy than other cities. Cities with vibrant “creative industries” ranging from advertising, architecture, art, crafts, design, fashion, publishing, film, video, interactive software, music, performing arts, photography, software find that each industry inspires the other creating an ecosystem of creative commerce.

Gaining deeper insight into what is valued by a consumer is ever more important now. Value lies in the eye of the beholder and if the consumer can’t perceive the value provided, it doesn’t exist. Bridging this value gap is one of the biggest challenges faced by any company or a cluster of companies catering to a specified market. This is even more challenging for the export oriented enterprise. Cost cutting as a core competency needs to be replaced with value creation as a core competency. In other words, creating and selling value must become everyone’s responsibility to sustain growth in the future.

Many companies in the design and innovation industry have evolved methodologies to facilitate design and creative processes. These methods incorporate many techniques ranging from ethnographic studies, to human centered design, to co-designing products or services. Industry players and observers are only now beginning to evolve metrics to measure the value of something as intangible as design to a growth and profitability.

Realizing that price and technical skills alone were insufficient to compete in the creative economy, the objective of CU 2006 “Perspectives on Value Creation” is to provide economists, entrepreneurs, marketing professionals and designers an insight into the innovative blend of ‘capital’ and ‘creativity’ together with ‘cultural assets’ and ‘unique skills’ – which could be transformed into a distinctive attribute of a product (or service) that would be difficult to imitate.

Topics for discussion ranged from rationale behind the Value Creation Economy, applications of Value Creation, strategic fusion of creativity and technology, design with values, innovation culture, commercialisation of cultural assets, and many more. International speakers included thinkers, policy makers, creatives, designers, and CEOs.




International Symposium

6 – 8 October 2006

Value Creation Economy
6 October 2006

In the increasingly competitive global market, countries are facing threats of mass production-based economy that relies on cheap labour to produce products of similar quality. For Thailand, do we have a choice? Continue to play a losing game of mass production by trying to cut costs, or increase margins through technology and automation which is currently popular and creates economic growth but risks higher unemployment for unskilled workers? Or build an economy that is based on creating value, not just adding value?

To stay competitive, understanding where, how and why value is created is the most effective way to identify which of our activities and assets are distinctive enough to provide a platform for sustainable and profitable growth.

This symposium aims to acquire new insights that will help Thailand not only survive, but strive in the 21st century. Put Value Creation first!

Keita Nishiyama

Director, Asia and Pacific Division, Trade Policy Bureau, METI

How Value Creation helped the Japanese government un-stuck their economic problems? Macro perspectives and some micro evidences

Ruben Toral

Group Marketing Director, Bumrungrad International

Value Creation on the Most Valuable Asset: Life!

Taketoshi Sato

Entrepreneur, WISE • WISE

Secret Revealed: Value Sourcing to Enrich the Urban Lifestyle

Richard Pyvis

Deputy Chief Executive Officer, CLSA Hong Kong

Value Creation in Public and Private Organizations: the Drives of Professions and Passions

Yves Behar

Industrial Designer and Founder, Fuseprojecy

Multi-Disciplinary Design: The Marriage of Emotion and Technology

Business & Creativity
7 October 2006

Today, no company grows its way to greatness without creativity and design. This is why large corporations and even medium-sized businesses have invested substantially to set up their design units (sometimes called creative or innovation unit) and found it drives their ROI and long-term growth prospects.

How do these companies transform their creative ideas into business values? What skills and insights do they need to acquire? This session will guide entrepreneurs and designers how to capitalize on creativity and cultivate innovation culture within their organizations.

Francesco Morace

President, Future Concept Lab (FCL), Milan


Lucia Chrometzka

Concept Designer, Future Concept Lab(FCL), Milan

Trends of Chinese Values and Western Demands

Garrick Jones

Partner and Creative Business Enabler, The Ludic Group

Approaching Massclusivity Innovative Mass Products for Niche Markets

Tom Kelley

General Manager, IDEO

Creating Innovative Culture in an Organization: Secrets of Success

Shubhankar Ray

Creative Director, Camper

Culture-Forward, Fashion-Backward: Building Camper’s Brand Value

Design & Creativity
8 October 2006

Design and creativity are integral components of putting Value Creation into products and services. But the most frequent question is – how should we do to merge all elements into a design that meet the needs of consumers, which are constantly changing today? In this session, world famous design gurus will guide on how to blend creativity well with cultural assets and unique skills for successful Value Creation.

Erik Kessels

Creative Director, KesselsKramer

The Twist of Creating Innovative Concept from Vernacular Context

Dror Benshetrit

Designer, Studio Dror

Articulation of Complexity / Simplicity in Design

Sam Buxton

Product Designer

Designing your Identity