Would you like to market to customers when they’re in your area or about to go to a competitor’s location?

Paul Dobson, Senior Lecturer at Staffordshire Business School


The ability to market to customers or potential customers by their location has been around for a while. However, in my conversations with local businesses not many are aware of this facility.

The number of mobile users is consistently on the rise and already outnumber PC users for internet access.  Therefore, it is a necessity for businesses to make sure their marketing is working as effectively as possible for mobiles. Geolocation is the ability to show where the mobile device, and the user of the device, are located using the built in GPS.  The best thing about using geolocation data is that it knows where mobile users are in-real-time.  Therefore, it enables businesses to create a tailored and relevant promotion to target these potential customers in a more effective way.  For example, it can be used for presenting coupons or adverts to potential customers when they are in the same street.  Geolocation can target users in a few different ways. However, the three most common are:-

  • Geo-targeting is the act of reaching someone based on their location.
  • Geo-fencing is typically used when targeting small regions like specific streets or towns. These targets are especially useful for apps that want to direct foot traffic to business premises, such as shops and restaurants.
  • Beacons are the narrowest of the three location targeting methods. A beacon is a small, Bluetooth device that receives location data from nearby mobiles, if the mobile Bluetooth is switched on. Often these are deployed in the interior of building such as shops, and airports etc.

Search results on a mobile can also be an effective location based marketing tool, for example if potential customers do a Google search for an Italian restaurant near them.  The search results can display the nearest restaurants and, at the press of an icon, the customers can: call the restaurant, get navigation instructions to the restaurant, or have a look at the website and menu.

Screenshot from Google Maps showing local Italian restaurant

Unfortunately, I’m not aware of a single marketing tool that works for everybody all the time, and this is no exception.  The biggest downside of using geolocation data for mobile marketing is that it is easily blocked by mobile users.  Although there are many mobile users that use apps with the GPS location feature enabled, there are also many users that don’t. Also, geolocation-triggered ads may not work on all devices due to ad blockers.

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Introducing Dr Alyson Nicholds, our new Associate Professor

 

Dr Alyson Nicholds, Associate Professor (Business Management), Staffordshire Business School

I am delighted to be joining Staffordshire Business School as Associate Professor (Business Management).  This is my 5th University, having previously worked at Leeds Beckett, Birmingham, Middlesex and Coventry in various teaching/ research roles.

Dr Alyson Nicholds

Dr Alyson Nicholds

I’m probably best described as an ‘interdisciplinary’ academic of all things Public Policy. What this means, is that I bring to bear all my past professional experience (as Nurse, Health Promoter and Development Officer) to analyse, empirically, ‘what works’ in health, social care, urban, science and technology policy.

I do this by exploring ‘why policy fails’, but this is not by evaluating the impact of policy is (i.e. rationally), but by analysing ‘why practitioners do what they do’ (i.e. the accounts that professionals provide of their practice). We call this more novel type of research ‘discourse analysis’ and it works by paying close attention to the language embedded in what practitioners say and do i.e.:-

  • How professionals ‘describe’ how they do what they do (‘functionalist discourse’);
  • How professionals ‘interpret/ frame’ why they do what they do (‘constructivist discourse’);
  • How the context ‘shapes/ constrains’ what professionals say and do (‘dialogic discourse’);
  • How society ‘influences’ what it’s possible to say and do (‘critical discourse’)

Discourse analysis is therefore important because it addresses some of the limitations of more rational/ scientific approaches to traditional policy analysis which typically ignores the human voice. Hence, much of my early work has involved applying the second type of discourse (constructivist discourse) to real-life cases, as with my PhD, which revealed regeneration professionals’ shared experiences of the barriers to effective regeneration in the East and West Midlands[1] [1a].  Indeed, this was so compelling, that I’m now reanalysing this data using the third type of discourse (i.e. dialogic discourse) to understand ‘why actors don’t do what they say’!

Other work, using this more ‘constructivist discourse’ approach, involved a large scale NHS funded study (Post Doc) to ascertain the value of different joint commissioning arrangements in health and social care (i.e. in 6 NHS Trusts in England)[2]; and scientists’ preferences for sharing knowledge in a global network (i.e. the large-scale physics experiment known as the hadron collider at the CERN facility in Switzerland) [3].

More recently I’ve been working with colleagues from Birmingham and Middlesex to analyse how formal and informal leaders prefer to lead in sub-national urban development places (i.e. the Smart Cities policy initiative)[4]. My latest work explores the practical applications of all of this type of discourse work in transforming the social outcomes of public policy through greater reflexivity in management learning. In future blogs, I’ll be writing about this and the different ways we might better research these complex types of policy problems, to address widening social and economic inequality.

[1] http://etheses.bham.ac.uk/3495/1/Nicholds12PhD.pdf

[1a] Alyson Nicholds (2011) Making sense of urban policy failure in complex times, Regional Insights, 2:2, 18-20, DOI: 10.1080/20429843.2011.9727924

[2] Helen Dickinson, Stephen Jeffares, Alyson Nicholds & Jon Glasby (2014) Beyond the Berlin Wall?: Investigating joint commissioning and its various meanings using a Q methodology approach, Public Management Review, 16:6, 830-851, DOI: 10.1080/14719037.2012.757353

[3] Mabey, C. & Nicholds, A. (2015) Discourses of knowledge across global networks: What can be learnt about knowledge leadership from the ATLAS collaboration? International Business Review, Volume 24, Issue 1, February 2015, Pages 43–54. https://www.sciencedirect.com/science/article/pii/S0969593114000754

[4Alyson Nicholds, John Gibney, Chris Mabey & Dan Hart (2017) Making sense of variety in place leadership: the case of England’s smart cities, Regional Studies, 51:2, 249-259, DOI: 10.1080/00343404.2016.1232482

Middleport Pottery – my experience by Simon Hope

by Simon Hope on the BA Tourism Management award (top up)

Pots, Plates and plenty of clay. Middleport Pottery is a historical attraction based in Burslem, Stoke on Trent. It consists of a factory tour, history tour, tea rooms and a shop. The site promotes the history and culture behind the potteries industry and transports you back to the past.

It started in 1888, as a working potteries factory and had fallen into despair until it was brought by the United Kingdom Historical Building Preservation Trust and renovated so that the factory can be continued to be worked.

Some of the range of Burleigh Pottery

Some of the range of Burleigh Pottery

We were toured round the factory by Tony who was a volunteer (as are all the tour guides) that was very insightful about the factory and all the history surrounding Middleport Pottery. We started on the old cobbled path then followed the path round to the clay dispense room with runners. Then we progressed through the factory tour developing more and more knowledge.

I really enjoyed the tour, it felt personal and connected. I felt like I was being transported back in time and I was surprised at how most of the factory preserved the historical feel whilst still operating. Whilst we were touring we saw the whole process and was able to see an order for Ralph Lauren which was exciting.

Middleport Pottery

Middleport Pottery

It was a completely different process to the World of Wedgwood (WoW) which we have visited previously.  WoW was very modern, and the tour was more views from a side line whereas Middleport pottery was much more hands on and interesting.

Bottle Kilns. The most interesting part of the tour brought us to one of the bottles kilns. I stood inside the kiln looking up towards the sky, thinking of how many thousands of pieces of crafts and the people who worked in these conditions. I was astounded, and it has made a lasting impression.

I would recommend the tour to any tourist student that wants an insight to history of the pottery industries. It has helped me to see how the operations of volunteer-based attraction works and I have seen where there is potential for the attraction to develop and maintain its advantage.

Overall, I would like to thank Middleport Pottery and Tony for the time taken to show us around the site. I would also like to promote the attraction to anyone who is interested in Stoke on Trent history and potteries.

Middleport Pottery on facebook 

Middleport Pottery on twitter

You may also be interested in our blog on resources for Chinese visitor for Middleport Pottery

My Visit to the Wonderful World of Wedgwood

By Sasha Wilson L6 Tourism Management

Wedgwood is an iconic brand within the pottery industry, it was founded by Josiah Wedgwood in 1759 and is valued as part of English History (Visit Stoke, 2018). It is now owned by the Fiskars Group who have ownership over other iconic brands including Gerber, Fiskars, Littala, Waterford and Royal Copenhagen (Wedgwood, 2018).

The World of Wedgwood is located in Stoke-on-Trent, Barlaston and is known for being a cultural attraction suitable for all ages. They attract 100,000 visitors per year with 25% of them being international with Japan and China being the most popular, helping to contribute to their global sales by 40% (Perkins, 2018).

Sasha with some of her fellow students

Sasha with some of her fellow students

My fellow colleagues and I arrived at the World of Wedgwood around 9am, where we were greeted by the director (Chris Perkins) and educational contact (Olivia Thackston). Chris has been working for the attraction for 5 years and manages the front of house, catering and museum teams, ensuring that they all run smoothly and all issues are resolves effectively.

The director showed us to the dinning hall where we conducted the interview, he started off by informing us about the Fiskars Group and the World of Wedgwood providing us with in-depth and valuable information. The group had individually prepared some questions to ask him, however many had already been answered through his inspirational talk.

I wanted to find out how the attraction is sustainable so I asked what strategies and procedures have been put into place to help the environment and reduce waste. He informed me that they don’t use plastic and that everything is made from glass so it can be reused, they also manage visitor numbers and order the right amount to cater for their needs to reduce food waste (Perkin, 2018).

An interesting fact I found out was that they recycle their broken casts by smashing them up which is then sold and used to make motorways, helping them to be more sustainable and provide positive impacts on the attraction as they still make money (Perkins, 2018). When I found out this I was very happy as I believe that organisations have a responsibility to the do whatever it takes to be more sustainable, to help preserve the environment and local community.

Once we had finished the interview we walked around the Museum where I saw lots of Wedgwood blue plates, taking me back to my childhood as my nan used to make us stories on the plates and tell them to me which gave me a warm and happy feeling. I then rang up my nan and told her she MUST visit as she would LOVE it! While on the phone we went back in time and remembered the happy and joyful memories that Wedgwood have provided us with, which we are very grateful for.

One of the many displays in the fabulous museum

One of the many displays in the fabulous museum

We then brought tickets for the factory tour which costs us £5 as we were a group of students, this helped to encourage us to go on the tour as it is affordable and value for money. I highly recommend taking part in the factory tour as you are able to gain first-hand experience on how they make their famous potteries and see the fantastic detail that is put into the hand-crafted items.

To finish our visit we visited the gift shop where I brought a keyring as I collect one every time I visit an attraction, as I am able to look back through them and remember my experience.

Overall, I believe that the World of Wedgwood is a fun and interesting way to spend your day and well worth a visit.

You can follow them on social media Facebook , Twitter, Instagram

Reference List

PERKINS, C. (2018) World of Wedgwood Q&A. [Interview]. 11th October 2018.

VISIT STOKE. (2018) World of Wedgwood. [Online] Available from: https://www.visitstoke.co.uk/see-and-do/world-of-wedgwood-p736491. [Accessed: 18th October 2018].

WEDGWOOD. (2018) About Fiskars Group. [Online] Available from: https://www.wedgwood.co.uk/wedgwood/about-us/. [Accessed: 18th October 2018].

Find out more about Tourism and Events Management at Staffordshire University 

Who run the world? MUMS!

by Stef Price  (student)

It’s 2018 and the term ‘mumpreneur’ seems to pop up everywhere just lately. But why? And what does it mean?

Well, according to the Oxford Dictionary, a mumpreneur is “a woman who sets up and runs her own business in addition to caring for her young child or children”. But why? It seems like a lot of work on top of the endless list of mum duties!

Is it because us mums want to spend as much time as possible with our little darlings? Is it the getting up 20 kazillion times in the night to return a lost dummy to tiny mouths that has us too tired to get up for the old 9 to 5? Or are we just kick-ass independent women, confident enough to give the finger to corporate fat cats whilst lining our own pockets instead of theirs?

For me, it was all of the above….and then some.

In 2013, at the grand old age of 32, baby #1 came along. I loved being a mum and wanted to spend as much time with him as possible but when he was only 5 months old, it became too much trying to survive on a single poor salary and statutory maternity pay. I reluctantly trundled back to the corporate world to help put food into his little mouth.

Being able to contribute financially again felt great, but the cost, to me, was massive. I missed his first words, the first time he clapped, his first crawl, the first time he pulled himself up to standing, his first steps.…pretty much his first everything. It sucked, but I smiled and cracked on. As you do.

Stef Price Mumpreneur

Stef Price Mumpreneur

Fast forward 3 and a half years and baby #2 rocks up, yay! However, this time I wanted to cling to as many precious moments as possible for as long as possible so I vowed that I would have the full 9 months of maternity entitlement if it killed me! We planned, we saved and we stocked up on nappies to within an inch of our lives to make sure it happened…and it did! And it was amazing!

Getting a bit of help

Getting a bit of help

But something else happened too. I became a shirker! Well, kind of. I didn’t want to not work, I just didn’t want to work for somebody else – I was a shirker of the corporate world. I didn’t want to go back to my old job. I didn’t even want a new job. I just didn’t want a job.

I googled, I pondered and I scratched my head about how I could live the impossible dream of being a ‘stay home mum’ who works around the school run. I had a couple of embarrassing attempts at network marketing, but it didn’t feel right. I didn’t love it and I didn’t feel like I was being me.

I wanted to do something that I love, when it suited me and I wanted people to pay me for it. Is that too much to ask? Probably. Did I do it anyway? Yes!

And so was born Frog Princess, Hand Crafted Gifts.

An outlet for my ever-present creative streak, I began to make and sell hand crafted and personalised gifts. I touted my wares on my personal Facebook page and received a few sales and some positive feedback. It spurred me on and I decided to set up a Facebook group, a Facebook page and more recently, a website and an Instagram page in order to reach more people.

Some of the products available at Frog Princess

Some of the products available at Frog Princess

In the meantime, I’m in my second year of studying for a Bachelors degree in Business Management at Staffordshire University so I don’t have as much time as I would like to spend on my little venture, so for now, it will stay just that. Little.

However, I love what I do and I love the extra bit of money it brings. Most of all, I love that I can do it around family life and around my studies and that I have the flexibility to ramp it up or step back as and when life dictates.

According to Small Business, in 2016, 17% of Millenial mums said they planned on setting up their own business within 12 months. And whatever their reasons for doing so, whether they’re the same or different to my reasons, watch out cos mumpreneurs are taking over the world!

Frog Princess website 

Frog Princess facebook  group

Frog Princess page

Frog Princess on Instagram 

It’s never too late to get an education

by Justyna Podymna 

Did you ever think about going to University to gain new skills and qualifications? Did you let a lack of confidence and the fear of being a foreign student stop you? I wrote this blog to inspire people and to share my journey.

Justyna Podymna (right) receives her certificate at the celebration

Justyna Podymna (right) receives her certificate at the celebration

The biggest mistake you can make is limiting yourself. My story is similar and started a few years ago. Before I moved to the UK I always wanted to go to University to gain higher qualifications and to get a better job in the future. I wanted to be able to fulfil my dreams and just be happy. I came to the UK in 2007 and for the first few years I was jumping from one job to another but none of them were satisfying.

I decided to fulfil my ambition of gaining higher qualifications and returned to education as a mature student. After researching my nearest universities, I chose Staffordshire University and made an appointment with an International Advisor to find out what options were available to me, both as a mature and an international student.

Why did I choose Staffordshire University? Employability. This was the winning point in my decision. They advised me that their Step Up to HE Course would be beneficial for me to adjust to academic life after such a long time away from education.

The Step-Up course teaches you academic writing skills, research techniques, how to correctly reference and how to get out as much as you can from all available resources. At the end of the course, not only do you have valuable experience and insight, but you are a step ahead of the other students and are able to offer help and support. Furthermore, after completing the course you are awarded with a Foundation Certificate in Higher Education. This is handed out during an awards evening, along with loads of delicious free food and drink to celebrate!

Celebrations for completing the Step Up award

Celebrations for completing the Step Up award

The tutors and the course leader, Ashley, are friendly and approachable. They will help you with all the formal stuff too, like your university application, student finance and your personal statement.

You get loads of support as student. There are well-being counsellors, a student enablement centre and academic skills resources to help with your academic skills! You can access the academic skills resources here.

I’m in my second year now and I’ve realised that the support of another student is really useful and important. Everyone at Staffs is super friendly and you can expect loads of help.

Believe me your future is in your hands and anyone can do it. Don’t limit yourself because of the language barrier. You will learn something new daily. Remember, knowledge is like a tool in your hand and if you use it effectively it will push you to success.

More on Step Up here 

Course details here 

 

Is Live Nation’s market share cause for concern?

Written by Paul Walters, Lecturer, Staffordshire Business School


The global event industry has grown significantly over the past ten years and in part due to the introduction of Live Nation as a concert touring company. The UK has benefited from their strategic alliances, buyouts and ownership with some of the entertainment products in the UK. The company has grown to become more than live music but a one stop-shop for venue management, artist management, ticketing, concert touring and festival management. Some commentators within the industry have aired their views as to the growth and dominance of Live Nation within the UK. The company was investigated by the Competition Commission regulator on the merger with Ticketmaster. Not the first time Live Nation was investigated by the UK regulator. One can debate if Live Nation has a market share of the UK live music industry that warrants concern. It is difficult to disagree on what Live Nation has brought to the global economy for live events. The company is now in more than 40 different countries developing a similar business module taken from the USA. It is therefore accurate to conclude that Live Nation is the largest live concert touring company in the world.

In an article published in Music Business world 2018, The Association for Independent Festival organiser is considering lodging a complaint to the Competition and Marketing Authority. It is claimed by AIF that Live Nation has 25% control over the UK festival industry.        

https://www.gov.uk/cma-cases/ticketmaster-entertainment-live-nation-inc-merger-inquiry-cc

Association of Independent Festivals

 


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Harnessing the power of social media for small businesses

Written by June Dennis, Dean of Staffordshire Business School, Chartered Marketer and Trustee of the Chartered Institute of Marketing.


If you only have a small marketing budget, social media can seem like an ideal way to promote your product or service. Twenty years ago marketers could only dream of having access to such a huge audience so quickly.  However, where does one start?

Here are just four suggestions that could help you get more out of that limited budget:

Know your audience – it’s so obvious, but it’s really easy to make the simple mistake of taking your eye off the ball when it comes to ensuring your communication channels and messages are targeted at the appropriate audience(s).  We can get carried away by all the opportunities open to us that we forget what the purpose of engaging with social media actually was!  For example, why use Facebook if you’re primarily targeting a business-to-business audience?  (Sometimes, there’s good reason to do so, but you need to know why).  Spend time to make sure you know who your intended target audience is and what the key message is that you want to communicate with them.  Only then can you identify and choose the communication methods which best fit your message and audience.

Know your limitations – basically, don’t try to do too much!  Social media may seem very low cost compared to other forms of advertising or sales promotion, but there is still the cost of your time to factor in, at the very least.  It’s also very content hungry and if you commit, say, to writing a daily blog or tweeting several times a day, you may find you crash very soon.  Take note of what other businesses your size manage to do and try, where possible, to plan out your messages in advance.

Know how to create synergy – try to use the same or similar content more than once if you can. So, if you write a blog or post something on LinkedIn, can you direct people to it via Twitter? Could you use the copy for some promotional material or a newsletter? When you put something on YouTube, how can you maximise its use? It’s pretty obvious, but not everyone does it. Encourage customers and staff to send in stories which you can promote. I’ve found that people get a buzz from seeing something they’ve submitted being used or published and it creates a virtuous circle and they submit more material….

And, finally, think of ways you can work with others to create mutual benefit. A while back, I did an interview for a friend who was looking to increase traffic to her website via YouTube. As a result, I also sent links to my contact to her webpage and used the content of the interview to develop this blog. We both benefited and had some fun doing it.

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Jobs of the future

Written by Rachel Gowers, Associate Dean


By 2025 it’s estimated that we will lose over five million jobs to automation. Don’t worry though – jobs are getting more interesting with machines handling the more mundane tasks. Your time will be freed up from performing the repetitive tasks of the past so you can focus on more fun stuff like knowledge creation and innovation. Here are some of the jobs to look out for:

Data Analyst – Data analysts are in high demand across all sectors, such as finance, consulting, manufacturing, pharmaceuticals, government and education. Data analysts translate numbers into plain English. Every business collects data, whether it’s sales figures, market research, logistics, or transportation costs. A data analyst’s job is to take that data and use it to help companies make better business decisions.

Forensic Accountant – As a forensic accountant, you’ll utilise your accountancy skills to investigate financial discrepancies and inaccuracies such as fraudulent activity, financial misrepresentation or misconduct and disputes. The role involves an integration of accounting, auditing and investigative skills. You will carry out meticulous investigations to uncover information, identify specific irregularities in financial documents and reports, quantify the exact losses and trace and recover illegitimate funds.

UX Analyst – User Experience (UX) roles involve delivering the best possible experience for the user of a website, with the aim of making the website as straightforward to use as possible. The term UX analyst arises as the role involves a lot of analysis of users’ behaviours and preferences in order to create the best experience for the user. As a UX analyst you will look at the content of websites, and also the design elements, such as colours and images. Within some companies you’ll focus on research skills and psychology, in others you’ll concentrate on design and in some you’ll fulfil a more technical IT role.

Content Creator – A content creator is someone who is responsible for the contribution of information to any media and most especially to digital media. They usually target a specific end-user/audience in specific contexts. Facebook hires thousands of content creators and editors every year to not only provide content but also to monitor what is happening on-line.

Talent Manager – A talent manager’s responsibilities include designing employee training programs, building succession plans and crafting an internal promotion process. To be successful in this role, you should have a solid understanding of full-cycle recruiting along with a strategic mind-set in order to develop a skilled workforce. Ultimately, you will build a talent pipeline that aligns with our hiring needs and business objectives.

Customer Experience Manager – Customer Experience Managers can be in any industry, here are responsibilities for a manager in the leisure and Theme Park Business. You’ll propose and implement strategies to constantly improve customer satisfaction and park development. Additionally, you may also oversee or take sole responsibility for the marketing of the park in order to generate business. You’ll be involved in all areas of the park, including rides, retail and food and beverages. Theme park managers may also be known as guest experience managers, rides and operations managers or attractions managers.

 

If you’re interested in a job of the future our Business and Accounting Degrees prepare you for these roles.

If you’re interested in a career in Leisure why not try the FdA in Visitor Attraction and Resort Management in partnership with Alton Towers.

The age of innovation: Has the time come for the paradigm shift in innovation policy?

By Ema Talam

The United Kingdom is classified as Innovation Leader in the latest European Innovation Scoreboard. Although it excels in performance compared to the European Union average in 2017 on various indicators used (e.g. International scientific co-publications, Innovative SMEs collaborating with others, Foreign doctorate students, etc.), it stands out that the United Kingdom performs very poorly compared to the EU average  on the following indicators: R&D expenditure in the public sector and R&D expenditure in the business sector (the percentages for the UK are 67.0% and 85.1% of the EU average in 2017, respectively) (European Commission, 2018).

Businesses in the UK are the main contributors to the total R&D expenditure and this contribution has increased from 2005 on wards. Hodges (2018) points out: “Focusing on civil (non-defence related) R&D, in 2016 53% of all R&D performed in the UK was funded by businesses, 8% by higher education institutions or funding councils, and 17% by government, including the research councils”.

Increasingly, the majority of funding for R&D performed by businesses comes from businesses themselves—the share was 63.0% in 2010 and was 10 percentage point higher in 2016. The government funding for R&D performed by businesses decreased by 2.1 percentage point from 2013 until 2016 (from 9.9% to 7.8%) (Hogdes, 2018).  Research and development also becomes important in the context of Brexit. Dhingra et al. (2017) recognise lower research and development as one the factors that can lead to productivity and welfare losses in the event of Brexit.

The importance of innovation for growth is often emphasised (Van Reenen, 2011). Furthermore, my previous blogs 1, 2, 3 gave detailed accounts on the links between innovation, productivity and exporting. Although not the sole determinant of innovation, the role of research and development (R&D) can be significant in the process of innovation of a firm (OECD/Eurostat, 2005; What Works Centre for Local Economic Growth, 2015a; What Works Centre for Local Economic Growth, 2015b).

Due to the presence of market failures, governments use different instruments to increase private R&D spending by firms and commonly used ones are R&D tax credits and R&D subsidies. When it comes to R&D tax credits, firms make their own innovation choices, while in the case of R&D subsidies, policymakers are the ones who choose to whom the subsidy will be granted (What Works Centre for Local Economic Growth, 2015a; Dechezlepretre et al., 2016). Numerous studies have dealt with the issue of effectiveness of R&D tax credits and R&D subsidies on increasing R&D investment, innovation or economic performance of a firm.

Some empirical evidences suggest that R&D tax credits have been effective in increasing R&D investment, innovation and improving economic outcomes of a firm (Czarnitzki et al., 2011; What Works Centre for Local Economic Growth, 2015a; Dechezlepretre et al., 2016). For example, Dechezlepretre et al. (2016), using UK data, show that R&D tax credits had positive impact on innovation (i.e. patents), productivity, sales and employment. The effectiveness of R&D tax credits is shown to be different in different industries and sectors the firms are operating in (i.e. differences in the effectiveness are found between high- and low-tech industries), the size of firms (i.e. predominantly, the effect is larger for SMEs) and the age of a firm (i.e. R&D tax credits are more effective for young compared to older firms) (Castellacci and Lie, 2015; What Works Centre for Local Economic Growth, 2015a; Dechezlepretre et al., 2016). Evidence also shows that the impact of R&D tax credits is larger in the long-run (Bloom et al., 2002).

The impact of R&D grants, loans and subsidies on R&D expenditure, innovation and economic outcomes is inconclusive (What Works Centre for Local Economic Growth, 2015b). However, the study by Benavente et al. (2007) on Chile, found the positive impact of R&D subsidies on: process innovation, employment, sales and exports. Furthermore, the analysis by Dimos and Pugh (2016) shows that R&D subsidies have a positive, but small effect on private R&D. In particular, they state that: “findings reject crowding out of private investment by public subsidy but reveal no evidence of substantial additionality” (Dimos and Pugh, 2016, p. 811).

Latest thinking on innovation policy suggests that, in order to achieve smart, inclusive and sustainable economic growth, the focus of government intervention should not be on fixing market failures. Instead, Kattel and Mazzucato (2018) point out to the importance of mission-oriented policies and state: “The role of the public sector here is not just about de-risking, and levelling the playing field, but tilting the playing field in the direction of the desired goals—creating and shaping markets which increase the expectations of business around future growth opportunities, thus driving private investment.” (p. 2). In this case, quantity or rate of innovation are believed to be the second-order issues, while quality and direction of innovations emerge as the top priorities. According to the authors, putting missions at the heart of innovation policy can be used to address numerous challenges and problems that today’s societies are facing. Public investments centred around particular mission can create new markets and shape the existing ones. Mission-oriented policies, according to the authors, are gaining on popularity again.

Innovation matters. Due to its economy-wide impact, governments use different measures to support innovation. Approaches aimed at fixing market failures, such as R&D tax credits and R&D subsidies, generally showed to be effective, although sometimes having only small effects. However, throughout the history, there were also evidences of successful mission-oriented policies that re-shaped the whole societies. Given the stated, the real question is: Has the time come for the paradigm shift in innovation policy?

References – Innovation policy blog – v249 are here