KREATYWNA GOSPODARKA
Transkrypt
KREATYWNA GOSPODARKA
.UHDW\ZQD*RVSRGDUNDL3U]HP\Vò\.XOWXU\ &UHDWLYH DQG &XOWXUDO (FRQRP\ &]ŀĞŒ KREATYWNA GOSPODARKA: PRZEWODNIK DLA 32&=ŀ7.8-ŀ&<&+ .UHDW\ZQD *RVSRGDUND L 3U]HP\Vò\ .XOWXU\ &UHDWLYH DQG &XOWXUDO (FRQRP\ &]ŀĞŒ KREATYWNA GOSPODARKA: PRZEWODNIK DLA 32&=ŀ7.8-ŀ&<&+ John Newbigin 6eUiD %UiWiVh &oXnFiO SoĞwiŀFonD .UeDW\wneM *oVSoGDUFe i 3U]eP\VòoP .XOWXU\ ¼ Wydawca: British Council 10 Spring Gardens, London SW1A 2BN, 8QLWHG.LQJGRP www.britishcouncil.org :V]\VWNLHSUDZD]DVWU]HĄRQH ISBN 978-086355-639-5 $XWoU John Newbigin ¼ -RKQ1HZELJLQMHVWSU]HGVLĵELRUFĿLSLVDU]HPG]LDçDMĿF\PZREV]DU]HNXOWXU\ 3RVLDGDZLHOROHWQLHGRēZLDGF]HQLH]DZRGRZHZµOPLHWHOHZL]MLPHGLDFK HOHNWURQLF]Q\FKLV]WXFH-DNRGRUDGFDU]ĿGXEU\W\MVNLHJRRGHJUDçNOXF]RZĿUROĵ ZXF]\QLHQLXNUHDW\ZQHMJRVSRGDUNLMHGQ\P]SULRU\WHWRZ\FKHOHPHQWyZSROLW\NL :LHONLHM%U\WDQLL (G\FMD ¼ British Council, Londyn Pablo Rossello Shelagh Wright British Council, Warszawa Ewa Ayton Weronika Ruszecka 7òXPDF]enie ¼ -XVW\QD3XFKDOVND .onVXOWDFMD PeU\WoU\F]nD weUVMi SoOVNieM ¼ GU5DIDç.DVSU]DN6]NRçD*çyZQD+DQGORZDZ:DUV]DZLH 3UoMeNW gUDÀF]n\ ¼ Marka YCE – BB Saunders 3URMHNW¨(ULND0XOOHU =GMŀFiD ¼ $OGHJXHU-D\VWUD¨ © Dib, Paula: str. 28 1HZELJLQ-RKQRNçDGNDVWU © Noon, Frank: str. 58b, 59 © Powell, Mark: str. 1 5RVVHOOR3DEORVWU¨¨¨ ¨ 5XVWDQGL/HRVWU 6ODGH-RQVWU¨ %UiWiVh &oXnFiO &UeDWiYe (FonoP\ 8niW 7KH8QLWHG.LQJGRPVLQWHUQDWLRQDORUJDQLVDWLRQIRUHGXFDWLRQDORSSRUWXQLWLHV and cultural relations. We are registered in England as a charity. 63,675(Ĕ&, 09 – PRZEDMOWA ¨ ±&=<0-(67º.5($7<:1$*2632'$5.$«" ¨ ±0$32:$1,(6(.725Å:.5($7<:1<&+ ¨ ±&=<6(.725<.5($7<:1(0$-ŀ=1$&=(1,(" ¨ ±35$:1(7Ŏ2.5($7<:1(-*2632'$5.,¨32'67$:2:(:$581., 52=:2-8 ¨ ±32/,7<&=1(7Ŏ2.5($7<:1(-*2632'$5.,¨32/,7<.$38%/,&=1$ .7Å5$02ú(&2Ĕ=0,(1,ň ¨ ±%,=1(62:(7Ŏ2.5($7<:1(-*2632'$5.,¨&=<6(.725<.5($7<:1( 1$35$:Ķ7$.%$5'=25Åú1,ŀ6,Ķ2'32=267$Ŏ<&+6(.725Å: *2632'$5.," ¨ ±%,=1(62:(7Ŏ2.5($7<:1(-*2632'$5.,¨:-$.,6326Å%Ĕ:,$7 &<)52:<,6(.725<.5($7<:1(52=:,-$-ŀ12:(0(72'<35$&<" ¨ ±&2'$/(-" ¨ $1(.6 ±:-$.,6326Å%:,(/.$%5<7$1,$:63,(5$6:2-(6(.725< .5($7<:1(,&=<,11(.5$-(02*ŀ6,Ķ2'1,(-&=(*2Ĕ1$8&=<ň" ¨ $1(.6 ±'=,$Ŏ.5($7<:1(-*2632'$5.,,35=(0<6ŎÅ:.8/785< %5,7,6+&281&,/ ¨ $1(.6 ±35=('6,Ķ%,25&<'=,$Ŏ$-ŀ&<:%5$1ú$&+.5($7<:1<&+ ¨ $1(.6 ±/,7(5$785$ PRZEDMOWA :QLH]DOHĄQ\PZVSyçF]HVQ\PēZLHFLH SRF]ĿWNX;;,ZLHNXPDP\GRF]\QLHQLD ]HVNRPSOLNRZDQ\PLZ\]ZDQLDPL SRODU\]DFMĿLQLHUyZQRēFLĿZ\VWĵSXMĿFĿ ZUDPDFKMHGQHJRQDURGXLSRPLĵG]\ UyĄQ\PLQDURGDPL3RWU]HEXMHP\VWUDWHJLL UR]ZRMXDE\XZROQLŇNUHDW\ZQ\SRWHQFMDçNDĄGHJR]QDVZUHDNFMLQDGRNRQXMĿFHVLĵQDQDV]\FKRF]DFKGDOHNR LGĿFH]PLDQ\NXOWXURZHHNRQRPLF]QH VSRçHF]QHLWHFKQRORJLF]QH:W\P NRQWHNēFLHQDēZLHFLHZ]UDVWD]QDF]HQLH NRQFHSFMLºJRVSRGDUNLNUHDW\ZQHMLSU]HP\VçyZNXOWXU\«¨VWDMHVLĵRQDSODWIRUPĿ çĿF]ĿFĿNXOWXUĵHNRQRPLĵLWHFKQRORJLĵ 1DV]ēZLDWMHVWFRUD]EDUG]LHM]GRPLQRZDQ\SU]H]REUD]\GąZLĵNLV\PEROH LLGHHNWyUHWZRU]ĿQRZHPLHMVFDSUDF\ ERJDFWZRLQRZĿNXOWXUĵ:LHOND%U\WDQLD MHVWOLGHUHPZSURSDJRZDQLXWHMNRQFHSFMLVW\PXOXMĿFQLHW\ONRJRVSRGDUNĵDOH WDNĄHSURPXMĿFZçĿF]HQLHVSRçHF]QH RUD]UyĄQRURGQRēŇNXOWXURZĿ1LNWQLHPD PRQRSROXQDMHG\QLHVçXV]QHUR]ZLĿ]DQLDDLQQRZDF\MQLNUHDW\ZQLOXG]LHQD FDç\PēZLHFLH]PLHQLDMĿVSRVyEZMDNL WZRU]\P\WRZDU\XVçXJLLNXOWXUĵRUD] VSRVyEZMDNLVLĵQLPLZ\PLHQLDP\ 1LQLHMV]DSXEOLNDFMDDWDNĄHFDçDVHULD NWyUHMMHVWRQDF]ĵēFLĿVWDQRZLZNçDG GRZVSyOQHMED]\ZLHG]\QDWHPDWWHJR NV]WDçWXMĿFHJRVLĵLFHQQHJRVHNWRUD 0DP\QDG]LHMĵĄHEĵG]LHRQDGOD &]\WHOQLNDLQVSLUXMĿFDLXĄ\WHF]QD Shelagh Wright 'RUDGFD3URJUDPKreatywna Gospodarka i 3r]ePysòy KXOtXry &reatiYe and &XOtXraO (FonoPy British Council %ULWLVK&RXQFLOGĿĄ\GRSRGHMPRZDQLD ZVSyçSUDF\Z]DNUHVLHNV]WDçWRZDQLD ZVSyOQHJRREUD]XJRVSRGDUNLNUHDW\ZQHMLNXOWXUDOQHMSRSU]H]WDNLHMHMZDUWRēFL MDNUyZQRēŇZROQRēŇVçRZDZ]DMHPQRēŇ L]UyZQRZDĄRQ\UR]ZyM .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 11 ±&=<0-(67º.5($7<:1$ *2632'$5.$«" 2ºNUHDW\ZQHMJRVSRGDUFH«PyZLVLĵQD FDç\PēZLHFLHMDNRRZDĄQ\PLFLĿJOH ]\VNXMĿF\PQD]QDF]HQLXHOHPHQFLHJOREDOQHMJRVSRGDUNL-HGQDNGZDG]LHēFLD ODWWHPXWHUPLQ\ºNUHDW\ZQDJRVSRGDUND« LºVHNWRU\NUHDW\ZQH«QDZHWQLHIXQNFMRQRZDç\6NĿGVLĵ]DWHPZ]Lĵç\",F]\ VHNWRU\WHVĿQDSUDZGĵWDNQRZHĄH SLĵWQDēFLHODWWHPXMHV]F]HQLHLVWQLDç\" VFHQLF]QH]DF]ĵç\VSODWDŇVLĵ]V]HUV]\PVSHNWUXPQRZRF]HVQHMG]LDçDOQRēFL JRVSRGDUF]HMUHNODPĿdesignem,PRGĿ V]HURNRSRMĵW\PLPHGLDPLZL]XDOQ\PL LFRZDĄQLHMV]HJG\LFK]DVLĵJ]GHF\GRZDQLHVLĵSRV]HU]\çZ]ZLĿ]NX ]Z\NRU]\VWDQLHPWHFKQRORJLLF\IURZ\FK ZWHG\QDURG]LçVLĵWHUPLQºNUHDW\ZQD JRVSRGDUND« 2GSRZLHGąEU]PLºLWDNLQLH« ŎĿF]ĿZDUWRēFLHNRQRPLF]QH ]ZDUWRēFLDPLNXOWXUDOQ\PL 7RFRZ\UyĄQLDNUHDW\ZQĿJRVSRGDUNĵ VSRēUyGLQQ\FKVHNWRUyZG]LDçDOQRēFL JRVSRGDUF]HMWR]çRĄRQHVLĵJDMĿFH GDOHNRZSU]HV]çRēŇG]LHG]LFWZR NXOWXURZH3U]H]ZLĵNV]ĿF]ĵēŇKLVWRULL DNW\ZQRēFLNXOWXUDOQHMQLHSRVWU]HJDQR ZRJyOHMDNRREV]DUXJRVSRGDUNL%\çR WR]DMĵFLHNWyUHPXOXG]LHRGGDZDOLVLĵ JG\QLHSUDFRZDOL1LHSRGHMPRZDQR MHMZUDPDFKG]LDçDOQRēFL]DZRGRZHM Nawet obecnie sektory kreatywne staQRZLĿZUyZQ\PVWRSQLXZ\UD]ZDUWRēFL NXOWXUDOQ\FKFRHNRQRPLF]Q\FK3R]D LFKºZDUWRēFLĿU\QNRZĿ«RSLVXMĿFĿ ZMDNLVSRVyEU\QHNNV]WDçWXMHFHQ\W\FK WRZDUyZLXVçXJLºZDUWRēFLĿIXQNFMRQDOQĿ«RGGDMĿFĿLFKXĄ\WHF]QRēŇ ZLĵNV]RēŇWRZDUyZLXVçXJVHNWRUD NUHDW\ZQHJRSRVLDGDUyZQLHĄºZDUWRēŇ HNVSUHV\ZQĿ«¨PLHUQLNLFK]QDF]HQLD GODNXOWXU\NWyUDQLHMHVWZVSyçPLHUQD do kosztu ich wytworzenia czy ich XĄ\WHF]QRēFLQSWRUHENDRG]QDQHJR SURMHNWDQWDNDVRZ\KLWNLQRZ\]QDQD PDUNDV\PEROUHOLJLMQ\SU]HçRPRZ\ design7DGRGDWNRZDZDUWRēŇPRĄH QLHPLHŇZLHONLHJR]QDF]HQLDZGçXJLP RNUHVLHF]DVXQSF]ĵēŇJDUGHURE\ 3U]HP\Vç\NXOWXU\VĿWDNVWDUHMDN F\ZLOL]DFMD 0HGLDF\IURZHLVHWNLW\VLĵF\NUHDW\ZQ\FKSU]HGVLĵZ]LĵŇNWyUHPRJç\GRMēŇ GRVNXWNXG]LĵNLWHFKQRORJLLF\IURZHM VĿRF]\ZLēFLHQRZH1RZHVĿWDNĄH WRZDU\LXVçXJLNWyU\FKGRPDJDVLĵ FRUD]EDUG]LHMZ\UDµQRZDQ\JOREDOQ\ U\QHN1DWRPLDVWSUDJQLHQLHE\WZRU]\Ň U]HF]\NWyUHQLH]DZV]HPDMĿSUDNW\F]QH ]DVWRVRZDQLH¨U]HF]\SLĵNQHNWyUH SU]HND]XMĿZDUWRēFLNXOWXUDOQHSRSU]H] PX]\NĵWHDWUUR]U\ZNĵLV]WXNLZL]XDOQH NWyUHPDQLIHVWXMĿSR]\FMĵVSRçHF]QĿ]D SRPRFĿVW\OXLPRG\¨SUDJQLHQLHWRMHVW UyZQLHVWDUHMDNQDV]HVSRçHF]HğVWZR /XG]LH]Z\REUDąQLĿNWyU]\SRVLDGDMĿ talent do tworzenia takich rzeczy istnieli ]DZV]HL]DZV]HEĵGĿLVWQLHŇ,]DZV]H ]QDMGĿVLĵRVRE\VNçRQQHLP]DWR]DSçDFLŇ:çDēQLHQDW\PRSLHUDVLĵNUHDW\ZQD gospodarka. 6WDQRZLĿRQHWU]RQZVSyçF]HVQHM ºNUHDW\ZQHMJRVSRGDUNL« *G\WHVWDUHWUDG\FMH]ZLĿ]DQH]SUDFĿ ZNXOWXU]HLSU]HP\VçDFKNXOWXU\SURMHNtowanie, tworzenie, dekorowanie i sztuki .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 15 NWyUDZ\V]çD]PRG\VORJDQUHNODPRZ\ SRSXODUQ\Z]HV]ç\PURNXOXEPRĄH VWDQRZLŇSU]HND]RRJURPQ\P]QDF]HQLXNXOWXUDOQ\PQSNVLĿĄNDG]LHçR V]WXNLDOHQDSHZQRMHVWRQDNOXF]RZ\PHOHPHQWHPRGUyĄQLDMĿF\PVHNWRU\ NUHDW\ZQHRGZV]HONLFKLQQ\FKJDçĵ]L gospodarki. Francois Mitterand, prezyGHQW)UDQFMLSRG]LHOLçVLĵVZRMĿP\ēOĿQD WHQWHPDWZRēZLDGF]HQLXZ\JçRV]RQ\P ZURNXSRW\PMDN8QLD(XURSHMVNDRGU]XFLçDDPHU\NDğVNLHĄĿGDQLD ZçĿF]HQLDZ\WZRUyZNXOWXU\ZW\P µOPyZKROO\ZRRG]NLFKGRJOREDOQ\FK QHJRFMDFMLKDQGORZ\FKºKreaFMe dXs]y ¨SRZLHG]LDç0LWWHUDQG¨QLHVĿMHG\QLH WRZDUDPLVWDQRZLĿRQHF]ĵēŇNXOWXU\ DQLHZ\çĿF]QLHSU]HGPLRWKDQGOX« 2SLQLDRSRGREQHMWUHēFL]QDOD]çD VLĵZUDSRUFLHVSRU]ĿG]RQ\PGODU]ĿGX EU\W\MVNLHJRZURNXSWStaying $Kead tKe eFonomiF perIormanFe oI tKe 8K·s FreatiYe indXstries>:FLĿĄQDF]HOH HNRQRPLF]QHZ\QLNLVHNWRUyZNUHDW\ZQ\FK:LHONLHM%U\WDQLL@:LOO+XWWRQ HNRQRPLVWDQDSLVDçZQLPĄHºLGHH RZDUWRēFLHNVSUHV\ZQHMWZRU]ĿQRZH GR]QDQLDLGRēZLDGF]HQLDSRZLĵNV]DMĿ RQH]DVyEQDV]HMZLHG]\VW\PXOXMĿQDV]H HPRFMHLZ]ERJDFDMĿQDV]HĄ\FLH« &RSRZRGXMHĄHJRVSRGDUNĵNUHDW\ZQĿ WUXGQRMHVW]GHµQLRZDŇL]PLHU]\Ň 6HNWRU\NUHDW\ZQHQLHGDMĿVLĵ]PLHU]\Ň WDNçDWZRMDNSR]RVWDçHJDçĵ]LHJRVSRGDUNL'ODWHJRWHĄHNRQRPLēFLLVWDW\VW\F\ SUDZGRSRGREQLHQLJG\QLHSU]HVWDQĿ VLĵ]DVWDQDZLDŇMDNMH]GHµQLRZDŇLMDN RV]DFRZDŇLFKZDUWRēŇ6SUDZĵMHV]F]H EDUG]LHMNRPSOLNXMHIDNWĄHZLHOHRVyE SUDFXMĿF\FKZVHNWRUDFKNUHDW\ZQ\FK ZçĿF]DMĿFQDMEDUG]LHM]QDF]ĿF\FKLZSç\ZRZ\FKWZyUFyZQLHSRVWU]HJDVLĵMDNR SUDFRZQLNyZMDNLHJRNROZLHNºVHNWRUD« 2NUHēODMĿRQLVLHELHUDF]HMPLDQHP LQG\ZLGXDOQ\FKWZyUFyZSU]HGVLĵELRU16 FyZDUW\VWyZF]\QDZHWDNW\ZLVWyZ VSRçHF]Q\FKQLHZLG]ĿZVRELH]Z\Nç\FK SUDFRZQLNyZ1LHNWyU]\E\ŇPRĄHQLH FKFĿRSLV\ZDŇWHJRF]\PVLĵ]DMPXMĿ NDWHJRULDPLJçyZQLHHNRQRPLF]Q\PL -HGQDNVHNWRU\NUHDW\ZQHREHMPXMĿ WDNĄHG]LDçDOQRēŇQDMEDUG]LHMSUĵĄQ\FK LQDMVLOQLHMV]\FKJUDF]\QDēZLDWRZ\P U\QNXWDNLFKMDNµUP\LQIRUPDW\F]QH F]\GRP\PHGLRZH6HNWRU\WHPQLHMV]H LZLĵNV]HçĿF]QLHVWDMĿVLĵFRUD]EDUG]LHM ]QDF]ĿF\PHOHPHQWHPJOREDOQHMJRVSRGDUNL:UDSRUFLH81&7$'GRW\F]ĿF\P JRVSRGDUNLNUHDW\ZQHM]URNXSW &reatiYe (Fonomy [Kreatywna gospodarND@RV]DFRZDQRĄHZODWDFK¨ ēZLDWRZ\KDQGHOWRZDUDPLLXVçXJDPL NUHDW\ZQ\PLUyVçURF]QLHēUHGQLRR =D]QDF]RQRWHĄĄHºWHQSR]\W\ZQ\WUHQG zaobserwowano we wszystkich regioQDFKLJUXSDFKNUDMyZ« .UHDW\ZQDJRVSRGDUNDWRGXĄRZLĵFHM QLĄW\ONRVHNWRU\NUHDW\ZQH 3UyE\]PLHU]HQLD]DVLĵJXNUHDW\ZQHM JRVSRGDUNLVNçRQLç\DQDOLW\NyZGR V]\ENLHJRVWZLHUG]HQLDĄHFKRFLDĄ RNUHēOHQLHUR]PLDUXLZDUWRēFLVHNWRUyZ WDNLFKMDNPRGDF]\UHNODPDMHVWZ]JOĵGQLHçDWZHOLF]E\WHQLHREHMPXMĿZLHOX RVyEF]\JUXSZ\NRQXMĿF\FKNUHDW\ZQĿ SUDFĵZVHNWRUDFKLQQ\FKQLĄWZyUF]H :HGçXJUDSRUWXEU\W\MVNLHMRUJDQL]DFML 1(67$1DWLRQDO(QGRZPHQWIRU6FLHQFH 7HFKQRORJ\DQG$UWVSWBeyond the FreatiYe indXstries 0apping the FreatiYe eFonomy in the 8K [Sektory kreatywne LQLHW\ONRPDSRZDQLHNUHDW\ZQHM JRVSRGDUNL:LHONLHM%U\WDQLL@ZLĵFHM NUHDW\ZQ\FKOXG]LSUDFXMHSR]DVHNWRUDPLNUHDW\ZQ\PLQLĄZHZQĿWU]QLFK 'RºXNU\W\FKSUDFRZQLNyZNUHDW\ZQ\FK« ¨MDNQD]ZDQRLFKZUDSRUFLH¨QDOHĄ\ ]QDF]QDJUXSDRVyE]DWUXGQLRQ\FK ZVHNWRU]HWUDG\F\MQHMSURGXNFMLSU]HP\VçRZHMZVHNWRU]HQLHUXFKRPRēFL NUHDW\ZQHµUP\LNUHDW\ZQLOXG]LHPRJĿ F]XŇVLĵEH]SLHF]QLH8SRGVWDZNDĄGHM GHµQLFMLNUHDW\ZQHMJRVSRGDUNLOHĄ\ ZçDVQRēŇLQWHOHNWXDOQD3LHUZV]DGHµQLFMDVIRUPXçRZDQDZURNXSU]H] U]ĿGEU\W\MVNLEU]PLDçDQDVWĵSXMĿFR ºVHNWRU\RSLHUDMĿFHVLĵQDNUHDW\ZQRēFL ]GROQRēFLDFKLWDOHQFLHF]çRZLHNDNWyUH PDMĿSRWHQFMDçSRZLĵNV]DQLDERJDFWZD LWZRU]HQLDQRZ\FKPLHMVFSUDF\SRSU]H] JHQHURZDQLHLZ\NRU]\VW\ZDQLHZçDVQRēFLLQWHOHNWXDOQHM« :]ZLĿ]NX]W\PĄHWDNZLHOH SURGXNWyZZ\WZRU]RQ\FKSU]H]VHNWRU\ NUHDW\ZQHSRVLDGDZDUWRēŇNXOWXUDOQĿ MDNLNRPHUF\MQĿVHQVRZQHSUDZRGDZVWZRZ]DNUHVLHZçDVQRēFLLQWHOHNWXDOQHM PXVLGĿĄ\ŇGR]DFKRZDQLDUyZQRZDJL SRPLĵG]\SU\ZDWQ\PLSUDZDPLZçDēFLFLHODLSXEOLF]Q\PLSUDZDPLGRVWĵSX RE\ZDWHOLGRLQIRUPDFMLLNXOWXU\ &KRFLDĄWUXGQRXMĿŇMHZOLF]EDFKSDQXMH &]ĵēFLRZRZRGSRZLHG]LQDUDG\NDOQH ]PLDQ\GRNRQXMĿFHVLĵZGRVWĵSLH RJyOQD]JRGDZNZHVWLLFKDUDNWHU\]XGRUyĄQRURGQ\FKWUHēFLLVSRVREDFK MĿFHMVHNWRU\NUHDW\ZQH¨ZçDVQRēFL LFKUR]SRZV]HFKQLDNWyUHXPRĄOLZLç LQWHOHNWXDOQHM ,QWHUQHWEDGDVLĵLUR]ZLMDQRZHPHWRG\ 3UDZRZçDVQRēFLLQWHOHNWXDOQHM:,WR ]DU]ĿG]DQLD:,DE\]DSHZQLŇMHMWZyUNDWDOL]DWRUNWyU\SU]HNV]WDçFDG]LDçDOFRPLZçDēFLFLHORPZLĵFHMRSFMLSR]ZDQRēŇNUHDW\ZQĿZSU]HP\VçNUHDW\ZQ\ ODMĿF\FKQDEH]SçDWQHXGRVWĵSQLDQLH &KURQLRQRZçDVQRēŇSRP\VçyZ LFKZçDVQRēFLV]HURNLHMSXEOLF]QRēFLOXE WZyUF\ZWDNLVDPVSRVyEZMDNLLQQH Z\PDJDMĿF\FKRGXĄ\WNRZQLNyZMHG\QLH URG]DMHSUDZDFKURQLĿZçDVQRēŇU]HF]\ X]QDQLDSUDZWZyUFyZLZçDēFLFLHOLGR JUXQWXF]\QLHUXFKRPRēFL6WDQRZL WHMĄHZçDVQRēFL-HGQDN/\QQH%ULQGOH\ RQRēURGHNG]LĵNLNWyUHPXZ\QDOD]FD '\UHNWRU%ULWLVK/LEUDU\PyZLĄH QRZHJRSURGXNWXF]\SURFHVXPRĄH F]HUSDŇNRU]\ēFL]HVZRMHMNUHDW\ZQRēFL ºQDZHWMHēOL]GHF\GXMHV]VLĵMĿXGRVWĵSQLDŇ]DGDUPRSRZLQLHQHēRSUDFRZDŇ =DSHZQLDRQRUDP\ZHZQĿWU]NWyU\FK ZKDQGOXGHWDOLF]Q\PLKXUWRZ\PRUD] SRēUHGQLFWZLHµQDQVRZ\P6NXSLDMĿFVLĵ QDSUDFRZQLNDFKNUHDW\ZQ\FK]DPLDVW na sektorach kreatywnych, raport NESTA Z\RGUĵEQLçWU]\RGG]LHOQHNDWHJRULH RVyE]DWUXGQLRQ\FKZW\FKVHNWRUDFK DUW\ēFLRVRE\NUHDW\ZQHL]DZRGRZR ]DMPXMĿFHVLĵSUDFĿNUHDW\ZQĿZVHNWRUDFKNUHDW\ZQ\FKSHUVRQHOSRPRFQLF]\ PHQHGĄHURZLHSUDFRZQLF\VHNUHWDULDWX DGPLQLVWUDFMLLNVLĵJRZRēFLZVHNWRUDFK NUHDW\ZQ\FKRUD]SUDFRZQLF\NUHDW\ZQL ºXNU\ZDMĿF\«VLĵZSR]RVWDç\FKVHNWRUDFK:UDSRUFLHSRGNUHēORQRĄHFKRFLDĄ ]QDF]HQLHVHNWRUyZNUHDW\ZQ\FK¨EH] Z]JOĵGXQDLFKGHµQLFMĵ¨ZFLĿĄURēQLH EçĵGHPE\çRE\QLHGRVWU]HJDQLHIDNWX ĄHVWDQRZLĿRQLMHG\QLHZLGRF]QĿF]ĵēŇ GXĄRV]HUV]HMFDçRēFLF]\OLNUHDW\ZQHM gospodarki. 1.1 UNCTAD .RQIHUHQFMD1DURGyZ=MHGQRF]RQ\FKGV+DQGOXL5R]ZRMXMDNVDPDRNUHēOD SURPXMHºVSU]\MDMĿFHUR]ZRMRZLZçĿF]DQLHNUDMyZUR]ZLMDMĿF\FKVLĵGRēZLDWRZHM JRVSRGDUNL«0DRQDQDFHOXLQWHJUDFMĵJRVSRGDUNLNUHDW\ZQHM]V]HUV]\PLFHODPL UR]ZRMRZ\PL81&7$'VWDQRZLIRUXPGODG\VNXVMLPLĵG]\U]ĿGRZ\FKDWDNĄH SURZDG]LEDGDQLDLDQDOL]\RUD]]DSHZQLDSRPRFWHFKQLF]QĿZ]DNUHVLHUR]ZRMXGOD U]ĿGyZQDFDç\PēZLHFLH .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 17 VWUDWHJLĵZ]DNUHVLH:,«%H]XSRU]ĿGNRZDQ\FKSU]HSLVyZGRW\F]ĿF\FKZçDVQRēFLLQWHOHNWXDOQHMJRVSRGDUNDNUHDW\ZQD V]\ENRSU]HVWDçDE\IXQNFMRQRZDŇ 1LH]DOHĄQLHRGVSRVREXLFKPLHU]HQLD LGHµQLRZDQLDNUHDW\ZQDJRVSRGDUND LVHNWRU\NUHDW\ZQH]\VNXMĿQD]QDF]HQLX :]ZLĿ]NX]W\PĄHēZLDWRZDJRVSRGDUNDVWDçDVLĵFRUD]EDUG]LHMNRQNXUHQF\MQD LSURGXNW\ZQDVXNFHVHNRQRPLF]Q\ ZZLĵNV]\PVWRSQLX]DOHĄ\WHUD]RG NUHDW\ZQRēFLSRP\VçRZRēFLL]GROQRēFL F]çRZLHND7RZDU\LXVçXJLFLHV]ĿFHVLĵ SRZRG]HQLHPRGW\FKVçDE\FKRGUyĄQLD G]LēGREU\design¨]DUyZQRSURGXNWyZ MDNLSURFHVyZ¨LGREU\PDUNHWLQJ 8SRZV]HFKQLDQLHVLĵWHFKQRORJLLZ\WZDU]DQLDLXPLHMĵWQRēFLR]QDF]DĄHSURGXNFMDWRZDUyZMHVWSUDNW\F]QLHZ\çĿF]QLH IXQNFMĿNRV]WXSUDF\IDEU\NLDQDZHW FDçHVHNWRU\PRĄQDSRSURVWXSU]HQLHēŇ WDPJG]LHNRV]WSUDF\MHVWQDMQLĄV]\ DSRGDĄSUDF\QDMZ\ĄV]D1DMLVWRWQLHMV]\ F]\QQLNZDUXQNXMĿF\VXNFHVHNRQRPLF]Q\OHĄ\GDOHNRQDVNDOLZDUWRēFLWR NUHDW\ZQHG]LDçDQLHSROHJDMĿFHQDNRQFHSWXDOL]RZDQLXLSURMHNWRZDQLXWRZDUX F]\XVçXJL2GNRV]WXSUDF\ZDĄQLHMV]D MHVWMDNRēŇNUHDW\ZQHJRP\ēOHQLD,QQ\PL VçRZ\SURZDG]HQLHSURGXNFMLRMDNRēFL SRUyZQ\ZDOQHM]MDNRēFLĿSURGXNFMLQD GXĄĿVNDOĵMHVWZ]JOĵGQLHçDWZHDFR ]DW\PLG]LH¨QLH]E\WFHQQH1DWRPLDVW RVLĿJQLĵFLHZ\VRNLHMMDNRēFLNUHDW\ZQHJRP\ēOHQLDMHVWUHODW\ZQLHWUXGQH DZLĵFZDUWRēFLRZH 3U]H]ZLĵNV]ĿF]ĵēŇKLVWRULLSRGVWDZRZ\PF]\QQLNLHPUR]ZRMXJRVSRGDUF]HJRE\çDµ]\F]QDSUDFDF]çRZLHND 5HZROXFMDSU]HP\VçRZDLUR]ZyM JRVSRGDUNLSU]HP\VçRZHMQDSU]HVWU]HQL RVWDWQLFKODW]QDF]QLH]ZLĵNV]\ç\ UROĵNDSLWDçX:ºGRELHLQIRUPDFML« ;;,ZLHNXQDMLVWRWQLHMV]HVĿWDOHQW Z\REUDąQLDXPLHMĵWQRēFLLZLHG]D¨ NUHDW\ZQRēŇ :=MHGQRF]RQ\P.UyOHVWZLH L6WDQDFK=MHGQRF]RQ\FKZDUWRēŇ QDNçDGyZQDLQZHVW\FMHZºDNW\ZD QLHPDWHULDOQH«]DVRE\OXG]NLHED]\ GDQ\FKSURFHV\WHFKQRORJLHSU]HNUDF]DREHFQLHZDUWRēŇQDNçDGyZQD LQZHVW\FMHZDNW\ZDPDWHULDOQHWDNLHMDN EXG\QNLLPDV]\Q\DUyĄQLFDPLĵG]\W\PL ZDUWRēFLDPLVWDOHVLĵSRZLĵNV]D7HQVDP WUHQGPRĄQD]DREVHUZRZDŇZNDĄGHM ]DDZDQVRZDQHMJRVSRGDUFHSU]HP\VçRZHM-RKQ+RZNLQVZVZRMHMNVLĿĄFH pt. 7he &reatiYe (Fonomy [Kreatywna JRVSRGDUND@QDSLVDçĄHºOXG]LHNWyU\FK ZçDVQRēŇVWDQRZLĿSRP\Vç\VWDOLVLĵ EDUG]LHMSRWĵĄQLRGOXG]LNWyU]\SUDFXMĿ QDPDV]\QDFKDZZLHOXSU]\SDGNDFK WDNĄHRGW\FKNWyU]\VĿZçDēFLFLHODPL PDV]\Q« 7RRQHQDSĵG]DMĿLQQRZDFMH .UHDW\ZQRēŇWRSURFHVSURZDG]ĿF\ do przekraczania ustalonych granic LEXU]HQLDSU]\MĵW\FK]DçRĄHğ=PXV]D GRZ\MēFLDSR]DVFKHPDW0RVWHP çĿF]ĿF\PVZRERGQ\SU]HSç\ZNUHDW\ZQ\FKP\ēOL]SUDNW\F]QĿU]HF]\ZLVWRēFLĿ 1.2. NESTA 1DWLRQDO(QGRZPHQWIRU6FLHQFH7HFKQRORJ\DQG$UWVWRQLH]DOHĄQDEU\W\MVND RUJDQL]DFMDZVSLHUDQDSU]H]IXQGDFMĵµQDQVRZDQĿ]SXEOLF]Q\FKSLHQLĵG]\ 3URZDG]LLSXEOLNXMHEDGDQLDRUD]LQZHVWXMHZSRP\Vç\µUPVWDZLDMĿF\FKSLHUZV]H NURNLQDU\QNX-HM]DGDQLHPMHVWºEDGDQLHMDNLHLQQRZDFMHPRJĿSRPyFUR]ZLĿ]DŇ QLHNWyUHVSRçHF]QHLHNRQRPLF]QHZ\]ZDQLDZNUDMX« 18 QDSLVDçDRVWDWQLRĄHºZV]\VF\OXG]LH QLH]DOHĄQLHRGPLHMVFD]DPLHV]NDQLD NDĄGHJRGQLDNRQVXPXMĿSURGXNW\JG\ VLĵXF]ĿSUDFXMĿZ\SHçQLDMĿVZyMZROQ\ F]DVF]\NRU]\VWDMĿ]UR]U\ZHN:VWDMHP\ UDQRXELHUDP\VLĵVçXFKDP\PX]\NL F]\WDP\SUDVĵRJOĿGDP\WHOHZL]Mĵ LVçXFKDP\UDGLDNRQVXPXMHP\XVçXJL F\IURZHFKRG]LP\GRNLQDLWHDWUX« 6HNWRU\NUHDW\ZQHREHFQHVĿZNDĄG\P DVSHNFLHQDV]HJRĄ\FLD Ą\FLDJRVSRGDUF]HJRMHVWLQQRZDFMD ¨]GROQRēŇSRUXV]DQLDVLĵQDSU]yG SRSU]H]V\VWHPDW\F]QHSU]HFKRG]HQLH RGMHGQHJRVSRVREXSRVWĵSRZDQLDGR LQQHJR.UHDW\ZQRēŇQDSĵG]DLQQRZDFMH DLQQRZDFMHQDSĵG]DMĿ]PLDQ\-HGQĿ ]QDMEDUG]LHMFKDUDNWHU\VW\F]Q\FKFHFK VHNWRUyZNUHDW\ZQ\FKMHVWWRĄHVĿRQH GXĄREDUG]LHMLQQRZDF\MQHRGLQQ\FK JDçĵ]LJRVSRGDUNL&LĿJçHZSURZDG]DQLH LQQRZDFMLGRSURGXNFMLWRZDUyZGR SURFHVyZLPHWRGEL]QHVRZ\FKWRUDF]HM QRUPDDQLHZ\MĿWHN&Dç\ēZLDW]URVQĿF\P]DLQWHUHVRZDQLHPSU]\JOĿGDVLĵMDN WRLQQRZDF\MQHSRGHMēFLHUR]SU]HVWU]HQLD VLĵQDSR]RVWDçHJDçĵ]LHJRVSRGDUNL F]\QLĿF]VHNWRUyZNUHDW\ZQ\FKNDWDOL]DWRUV]HUV]\FKLEDUG]LHMIXQGDPHQWDOQ\FK ]PLDQ ,QDMDNRēŇQDV]HJRĄ\FLD 6HNWRU\NUHDW\ZQHZ]ERJDFDMĿĄ\FLH OXG]LNV]WDçWXMĿZ\UyĄQLDMĿFHFHFK\ SRV]F]HJyOQ\FKVSRçHF]HğVWZDWDNĄH VWDQRZLĿēURGHNG]LĵNLNWyUHPXNXOWXU\ LVSRçHF]QRēFLPRJĿVLĵ]HVREĿNRPXQLNRZDŇ&]\QLĿRQHQDV]HĄ\FLHEDUG]LHM SU]\MHPQ\PEDUG]LHMNRORURZ\PLQDGDMĿ PXJçĵELĵ1DV]HĄ\FLHMHVWG]LĵNLQLP OHSV]H:GXĄ\PVWRSQLXVWDQRZLĿRQH Z\UD]URVQĿFHJRVWDQGDUGXĄ\FLD,P EDUG]LHMHNRQRPLF]QHDPELFMHOXG]L Z\NUDF]DMĿSR]D]DVSRNRMHQLHSRGVWDZRZ\FKSRWU]HE¨SRĄ\ZLHQLDLVFKURQLHQLD ¨W\PEDUG]LHMSUDJQĿRQLGRçĿF]\Ň GRJURQDNRQVXPHQWyZSURGXNWyZ LGRēZLDGF]HğNUHDW\ZQ\FK:]ZLĿ]NX ]W\PĄHREHFQLHSRQDGSRçRZD PLHV]NDğFyZQDV]HMSODQHW\PLHV]ND :Sç\ZDMĿRQHQDQDVMDNRNRQVXPHQWyZ ZPLDVWDFKDGRVWĵSGRHOHNWURQLF]Q\FK V\VWHPyZNRPXQLNDFMLMHVWSUDNW\F]i obywateli =XZDJLQDIDNWĄHSURGXNFMDSU]HP\VçR- nie powszechny, sektory kreatywne NV]WDçWXMĿQDV]HZVSyOQHGRēZLDGF]HQLD ZDZZLĵNV]\PVWRSQLX]DF]ĵçD]DOHĄHŇ kulturowe. RGWHFKQRORJLLDZPQLHMV]\PRGSUDF\ &RZLĵFHMZLHOHRVyEQLHMHVW F]çRZLHND]PLHQLçVLĵWDNĄHZ]RU]HF MHG\QLHNRQVXPHQWDPLW\FKSURGXNWyZ ]DWUXGQLHQLD&RUD]ZLĵNV]DF]ĵēŇVLç\ URERF]HM]PLHQLDSUDFĵµ]\F]QĿQDSUDFĵ LGRēZLDGF]HğDOHWDNĄHLFKWZyUFDPL .UHDW\ZQRēŇXPRĄOLZLDLPZ\UDĄHQLH ZXVçXJDFKLQDVWDQRZLVNDFKNLHURZQLVLHELHLSR]ZDODG]LHOLŇVLĵSRP\VçDPL F]\FK:PLDUĵMDNJRVSRGDUNLUR]ZLMDMĿ ]H]QDMRP\PLLZVSyçSUDFRZDŇ]QLPL VLĵDVSRçHF]HğVWZDXUEDQL]XMĿFRUD] .UHDW\ZQRēŇUR]P\ZDZLHOHWUDG\F\MZLĵFHMRVyEVWDMHVLĵNRQVXPHQWDPL ZJçyZQ\PQXUFLHJRVSRGDUNL(GQDGRV Q\FKSRG]LDçyZZLQQ\FKJDçĵ]LDFK JRVSRGDUNLSRPLĵG]\ºSURIHVMRQDOLVWDPL« 6DQWRVV]HIRZDSURJUDPXSRēZLĵFRQHLºDPDWRUDPL«RUD]FRZDĄQLHMV]H JRNUHDW\ZQHMJRVSRGDUFHZ81&7$' .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 19 RPLĵG]\ºSURGXFHQWDPL«LºNRQVXPHQS WDPL«ŎĿF]\QLHIRUPDOQĿJRVSRGDUNĵ ]EDUG]LHMIRUPDOQ\PLVWUXNWXUDPL G]LDçDOQRēFLJRVSRGDUF]HMLNRPHUF\MQHM &KRFLDĄ]DFLHUDQLHVLĵUyĄQLFSRPLĵG]\ SURIHVMRQDOLVWDPLDDPDWRUDPL]DZV]H EĵG]LHF]ĵēFLĿSU]HP\VçyZNXOWXU\FRUD] ZLĵFHMRVyESUDJQLH]URELŇNDULHUĵ]DZRGRZĿZVHNWRUDFKNUHDW\ZQ\FK$QNLHWD SU]HSURZDG]RQDQLHGDZQRZ:LHONLHM %U\WDQLLSRND]DçDĄHPçRG\FKOXG]L FKFHSUDFRZDŇZVHNWRUDFKNUHDW\ZQ\FKPLPR]HREHFQLHW\ONR]QLFK UHDOL]XMHWHDPELFMH FDçRēFLĿ%DGDQLHSU]HSURZDG]RQHSU]H] RUJDQL]DFMĵ1(67$Z\ND]DçRĄHµUP\ NWyUHZ\GDMĿQDUR]ZLĿ]DQLDNUHDW\ZQH QLHW\ONRQDdesignGZXNURWQLHZLĵFHM SLHQLĵG]\QLĄZ\QRVLēUHGQLDZDUWRēŇ QDNçDGyZQDWHQFHORIHUXMĿēUHGQLR EDUG]LHMLQQRZDF\MQHSURGXNW\ 6WDMĿVLĵRQHQLH]EĵGQHGODLQIUDVWUXNWXU\ QDV]HJRVSRçHF]HğVWZD 3RWU]HEDZ\NRU]\VW\ZDQLDNUHDW\ZQHM LQWHOLJHQFMLLZ\REUDąQLZNDĄGHMF]ĵēFL QRZRF]HVQHMJRVSRGDUNLSRF]ĿZV]\RG SURGXNFMLSU]HP\VçRZHMJçyZQHJRQXUWX GRēZLDGF]HQLDSRGVWDZRZ\FKXVçXJ 6WDQRZLĿRQHLVWRWQ\HOHPHQWJRVSRGDUNL SXEOLF]Q\FKWDNLFKMDNHGXNDFMDLRSLHND EXsinesstoEXsiness ]GURZRWQDZ\PDJDFRUD]EDUG]LHM Z\UDµQRZDQHJRSRGHMēFLDGRVWRVRZD3RGF]DVJG\ZLHOHVHNWRUyZNUHDW\ZQ\FKZFKRG]LZEH]SRēUHGQLĿLQWHUDNFMĵ nia wiedzy. Efektywne wykorzystanie ]NRQVXPHQWHPQSµOP\PX]\NDLJU\ RGJU\ZDMĿRQHUyZQLHĄFRUD]LVWRWQLHMV]Ŀ HWHFKQRORJLLZV]NRçDFKPDPLHU]DOQ\ LNRU]\VWQ\ZSç\ZQDVWDQGDUG\DNDUROĵZQDSĵG]DQLXLQQRZDFMLLZ]URVWX GHPLFNLH'REU\designZZ\PLHUQ\ LQQ\FKJDçĵ]LJRVSRGDUNL6HNWRU\]ZLĿVSRVyEZSç\ZDQDNRV]W\LZ\QLNL zane z designemUHNODPĿDUFKLWHNWXUĿ RUD]ZLĵNV]RēҵUPSURGXNXMĿF\FKRSUR- NOLQLF]QHV]SLWDOLDWDNĄH]QDF]QLH JUDPRZDQLH]DVSRNDMDMĿSRWU]HE\LQQ\FK SU]\F]\QLDVLĵGRGREUHJRVDPRSRF]XµUPDQLHVçXĄĿLQWHUHVRPSRMHG\QF]\FK FLDSDFMHQWyZ1DZHWUROQLFWZRMHGQD ]QDMVWDUV]\FKG]LDçDOQRēFLF]çRZLHND NRQVXPHQWyZ%U\W\MVND5DGD'esignX Z\PDJDVWRVRZDQLDNUHDW\ZQHJR 'HVLJQ&RXQFLOV]DFXMHĄHNDĄGH SRGHMēFLDZREOLF]X]PLDQNOLPDWXLSUHVML IXQWyZ]DLQZHVWRZDQHZdesign REQLĄDQLDNRV]WyZ¨F]\QQLNyZNWyUH ]ZLĵNV]DREUyWµUP\RIXQWyZDMHM QDGDMĿWHPSRLQQRZDF\MQ\PVSRVRERP zysk o 83 funty. Inne badania prowadzoP\ēOHQLDRUD]ZRGSRZLHG]LQDUR]ZyM QHQDēZLHFLHZ\ND]Dç\ĄHLVWQLHMHVLOQ\ ]ZLĿ]HNSRPLĵG]\µUPDPLVNRQFHQWURZD- JHQHW\NLNWyUDRWZLHUDQRZHPRĄOLZRēFL Q\PLQDdesignieLW\PLNWyUHVĿEDUG]LHM DMHGQRF]HēQLHQLHVLH]DVREĿZLHORUDNLH ]DJURĄHQLD3XQNWFLĵĄNRēFLSU]HVXZDVLĵ LQQRZDF\MQHLEDUG]LHMGRFKRGRZH .ROHMQHEDGDQLDSU]HSURZDG]RQHZ:LHO- ZVWURQĵJRVSRGDUNLEDUG]LHM]DOHĄQHMRG NUHDW\ZQRēFLF]çRZLHNDLZLHG]\QLĄRG NLHM%U\WDQLLSRND]Dç\ĄHZFLĿJXODW MDNLHJRNROZLHNVXURZFDQDZHWURS\ ¨V]HēŇG]LHVLĿWµUPLQZHVWXMĿF\FKZGHVLJQRVLĿJQĵçRZ\QLNLOHSV]H RRGµUPZFKRG]ĿF\FKZVNçDG 0DMĿQDZHWZSç\ZQDSU]\V]çRēŇ LQGHNVX)76(OLVWDVWXQDMZLĵNV]\FK QDV]HMSODQHW\ µUPQRWRZDQ\FKQDJLHçG]LHZ:LHONLHM :REOLF]XZ\F]HUSXMĿF\FKVLĵ]çyĄ %U\WDQLL2EHFQLHEDGDF]HV]F]HJyOQLH URS\QDIWRZHMLNXUF]ĿF\FKVLĵ]DVREyZ LQWHUHVXMĿVLĵ]ZLĿ]NLHPSRPLĵG]\VHNQDWXUDOQ\FKZDUWRēŇNUHDW\ZQRēFLPRĄH WRUDPLNUHDW\ZQ\PLLJRVSRGDUNĿMDNR W\ONRURVQĿŇ1LHEĵG]LHRQDMHG\QLH 20 SRĄĿGDQ\PHOHPHQWHPG]LDçDOQRēFL JRVSRGDUF]HM¨NUHDW\ZQRēŇVWDQLH VLĵNOXF]RZ\PF]\QQLNLHPRGNWyUHJR ]DOHĄHŇEĵG]LHQDV]D]GROQRēŇDGDSWDFMLLSU]HWUZDQLDMDNRJDWXQNX&KULV 6PLWKSLHUZV]\PLQLVWHUNXOWXU\:LHONLHM %U\WDQLLSRZLHG]LDçĄHºVHNWRU\NUHDW\ZQHQLHRGFLVNDMĿVZRMHJRSLĵWQDQD ēZLDWRZ\FK]DVREDFKZĵJOD«:V\WXDFML JG\JçyZQ\PJOREDOQ\PSUREOHPMHVW NXUF]HQLHVLĵ]DVREyZQDWXUDOQ\FK L]DQLHF]\V]F]HQLHēURGRZLVNDSU]HZDJD VHNWRUyZNUHDW\ZQ\FKQDGSR]RVWDç\PL JDçĵ]LDPLJRVSRGDUNLSROHJDQDW\PĄH PRJĿRQHVWZRU]\ŇFRēZDUWRēFLRZHJR ]QLF]HJR]ºSRZLHWU]D«MDNQDSLVDç &KDUOHV/HDGEHDWHUZVZRMHMQRZDWRUVNLHMNVLĿĄFH]URNXSW. Living on Thin Air6HNWRU\NUHDW\ZQHPDMĿ RF]\ZLēFLHZSç\ZQD]DVRE\QDWXUDOQH LēURGRZLVNR0RĄQDQDZHWSRZLHG]LHŇ ĄHNRQFHQWUDFMDQDdesignieLPRG]LH SURZDG]LGRQLHSRWU]HEQHMNRQVXPSFML LPDUQRWUDZVWZD3UDZGĿMHVWWDNĄH ĄHFKRŇZLHOHVHNWRUyZF\IURZ\FK FKDUDNWHU\]XMHºQLHZDĄNRēŇ«]XĄ\ZDMĿ RQHRJURPQHLORēFLHQHUJLLHOHNWU\F]QHM 7\PQLHPQLHMVHNWRU\NUHDW\ZQHWZRU]Ŀ PLHMVFDSUDF\LJHQHUXMĿERJDFWZR DSU]\W\PLFKZSç\ZQDēURGRZLVNR QDWXUDOQHMHVWRZLHOHPQLHMV]\QLĄ ZSU]\SDGNXZLĵNV]RēFLLQQ\FKJDçĵ]L JRVSRGDUNL=LHPLDQLHMHVWZVWDQLH ]DSHZQLŇRēPLXF]\G]LHZLĵFLXPLOLDUGRPOXG]LPRĄOLZRēFLSURZDG]HQLDVW\OX Ą\FLDX]DOHĄQLRQHJRRGURS\QDIWRZHM NWyU\GRPLQXMHREHFQLHZ$PHU\FH 3yçQRFQHML=DFKRGQLHM(XURSLH-HG\QD QDG]LHMDQD]UyZQRZDĄRQ\UR]ZyMēZLDWRZHMJRVSRGDUNLLOHSV]HSHUVSHNW\Z\ Ą\FLRZHGODZLĵNV]RēFLSRSXODFMLQDV]HM SODQHW\OHĄ\ZUR]ZRMXJRVSRGDUNLNUHDW\ZQHMLFRZDĄQLHMV]HZZ\NRU]\VW\ZDQLXNUHDW\ZQRēFLZNDĄG\PDVSHNFLH Ą\FLDJRVSRGDUF]HJR1LHGDZQ\ZSLVQD :LNLSHGLLSU]HGVWDZLçWRZEDUG]RSURVW\ VSRVyEºZSU]HFLZLHğVWZLHGRLQQ\FK VXURZFyZNWyU\FKXE\ZDZPLDUĵLFK ]XĄ\ZDQLDZ\NRU]\VW\ZDQLHLQIRUPDFML LZLHG]\XPRĄOLZLDLFKXGRVWĵSQLDQLH LSRV]HU]DQLH« 1DMZ\ĄV]\F]DVĄHE\EUDŇMHQDSRZDĄnie! 3U]H]FDç\;;ZLHNU]ĿG\SUyERZDç\ VRELHXēZLDGRPLŇWH]PLDQ\-XĄ w 1918 roku prezydent Woodrow Wilson SURPRZDçDPHU\NDğVNLSU]HP\VçµOPRZ\ ]JRGQLH]]DVDGĿºKDQGHOSRGĿĄD]D µOPHP«¨WDSURVWDSUDZGDSRND]XMHĄH ]QDF]HQLHVHNWRUyZNUHDW\ZQ\FKMHVW GXĄRZLĵNV]HQLĄLFKEH]SRēUHGQLZSç\Z QDJRVSRGDUNĵ 1LHNWyUHU]ĿG\VWDUDç\VLĵFKURQLŇ LSURPRZDŇSHZQHDVSHNW\QDURGRZHM NXOWXU\QLHGODLFK]QDF]HQLDHNRQRPLF]QHJRDOHZLG]ĿFZQLFKēURGHNSUH]HQWRZDQLDVZRMHJRMDVQHJRLSR]\W\ZQHJR ZL]HUXQNX]DJUDQLFĿ¨FRQD]ZDQR SRND]\ZDQLHPºPLĵNNLHMVLç\« 5]ĿG$XVWUDOLLSRV]HGçMHV]F]H RNURNGDOHMLZ\GDçZURNXZL]MRQHUVNLGRNXPHQW]DW\WXçRZDQ\Creative Nation>.UHDW\ZQ\1DUyG@NWyU\VWZLHUG]DçĄHºSROLW\NDNXOWXUDOQDMHVWUyZQLHĄ SROLW\NĿJRVSRGDUF]Ŀ«RUD]ĄHºSR]LRP QDV]HMNUHDW\ZQRēFLZ]QDF]Q\PVWRSQLX RNUHēODQDV]Ŀ]GROQRēŇGRVWRVRZ\ZDQLD VLĵGRQRZ\FKZ\PRJyZJRVSRGDUF]\FK« 'RV\VWHPDW\F]QHJRGHµQLRZDQLD LºPDSRZDQLD«WHJRF]\PVĿVHNWRU\ NUHDW\ZQHLMDNĿSU]HGVWDZLDMĿZDUWRēŇ GRV]çRZ=MHGQRF]RQ\P.UyOHVWZLH dopiero po wyborze nowego, laburzyVWRZVNLHJRU]ĿGXZURNX .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 21 ±0$32:$1,(6(.725Å: .5($7<:1<&+ :LHOND%U\WDQLD¨¨SLHUZV]DPDSD VHNWRUyZNUHDW\ZQ\FK 1DQLHVLHQLHVHNWRUyZNUHDW\ZQ\FKQD PDSĵ:LHONLHM%U\WDQLLZ\ZRçDçRSHZQH ]DVNRF]HQLH2ND]DçRVLĵĄHJUXSD VHNWRUyZUDF]HMZĿVNR]GHµQLRZDQ\FK NWyUDQLJG\ZF]HēQLHMQLHZ]EXG]DçD ]DLQWHUHVRZDQLDU]ĿGXVNXSLDRJyOQHMG]LDçDOQRēFLJRVSRGDUF]HML]DWUXGQLD ¨OXGQRēFLF]\QQHM]DZRGRZR 2GNU\WRĄHQDSU]\NçDGSURGXFHQFLJLHU ZLGHR]DWUXGQLDMĿRVyEQLHPDO Z\çĿF]QLHDEVROZHQWyZZ\ĄV]\FKXF]HOQL3RQDGWRHNVSRUWLFKSURGXNWyZJHQHURZDçURF]QLHSUDZLHSyçPLOLDUGDIXQWyZ FRVSUDZLçRĄH=MHGQRF]RQH.UyOHVWZR VWDçRVLĵMHGQ\P]HēZLDWRZ\FKOLGHUyZ ZVHNWRU]HUR]U\ZNLLQWHUDNW\ZQHM Gdy w 2001 roku ponownie SU]HSURZDG]RQRPDSRZDQLHEDGDF]H QLHW\ONRRGNU\OLĄHVHNWRU\NUHDW\ZQH UR]ZLMDç\VLĵV]\EFLHMQLĄSR]RVWDçH JDçĵ]LHJRVSRGDUNLDOHWDNĄHĄHWZRU]\ç\RQHGZDUD]\V]\EFLHMQRZHPLHMVFD SUDF\'ZDODWDSyąQLHMZURNX G]LHQQLN)LQDQFLDO7LPHVRJçRVLçĄH VHNWRU\NUHDW\ZQHPLDç\ZLĵNV]\ZNçDG ZUR]ZyMEU\W\MVNLHMJRVSRGDUNLQLĄ ZV]\VWNLHXVçXJLµQDQVRZHēZLDGF]RQH ZµQDQVRZHMG]LHOQLF\/RQG\QX¨&LW\ RI/RQGRQNWyUĿXZDĄDQRZyZF]DV]D QDMZLĵNV]ĿVLçĵQDSĵGRZĿJRVSRGDUNL &R]QDOD]çRVLĵQDPDSLH" 'HµQLFMDVHNWRUyZNUHDW\ZQ\FKZ\NRU]\VW\ZDQDSRGF]DVPDSRZDQLDºURG]DMH G]LDçDOQRēFLNWyUHPDMĿNRU]HQLHZNUHDW\ZQRēFLXPLHMĵWQRēFLDFKLWDOHQFLH F]çRZLHNDLNWyUHPDMĿSRWHQFMDçGR SRPQDĄDQLDERJDFWZDLWZRU]HQLD QRZ\FKPLHMVFSUDF\SRSU]H]JHQHURZDQLHLZ\NRU]\VW\ZDQLHZçDVQRēFL LQWHOHNWXDOQHM«Z\ZRçDçDG\VNXVMĵ.LONX NU\W\NyZVNDUĄ\çRVLĵĄHGHµQLFMDWDMHVW WDNV]HURNDĄH]JRGQLH]QLĿGRVHNWRUyZ NUHDW\ZQ\FKPRĄQDE\ZçĿF]\ҵUP\ IDUPDFHXW\F]QHLZV]HONĿG]LDçDOQRēŇ Z]DNUHVLHEDGDğLUR]ZRMXZLQĄ\QLHULL -HGQDNPLQLVWHUVWZRNWyUH]OHFLçR EDGDQLH¨QRZRSRZVWDçH0LQLVWHUVWZR .XOWXU\0HGLyZL6SRUWX'HSDUWPHQWRI &XOWXUH0HGLDDQG6SRUW¨'&06PLDçR VSUHF\]RZDQHLQWHQFMHLZ\RGUĵEQLçR VHNWRUyZNWyUHQLHW\ONRRGSRZLDGDç\ SRZ\ĄV]HMGHµQLFMLDOHUyZQLHĄRGSRZLHGQLRUHSUH]HQWRZDç\GZLHQDMZDĄQLHMV]HJDçĵ]LHJRVSRGDUNLNUHDW\ZQHM WUDG\F\MQHSU]HP\Vç\NXOWXU\RUD]QRZH VHNWRU\RSDUWHQDZLHG]\NWyUH]QLFK Z\URVç\ VHNWRUyZ • UHNODPD • architektura • V]WXNDLU\QHNDQW\NyZ • U]HPLRVçR • design • PRGD • µOP • LQWHUDNW\ZQHRSURJUDPRZDQLHUR]U\ZNRZHF]\OLJU\YLGHR • PX]\ND • sztuki sceniczne • G]LDçDOQRēŇZ\GDZQLF]D • RSURJUDPRZDQLH • UDGLRLWHOHZL]MD .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 23 5]ĿG\LQQ\FKSDğVWZZ\NRU]\VWDç\ L]DDGDSWRZDç\GHµQLFMĵVWZRU]RQĿSU]H] :LHONĿ%U\WDQLĵ -DNRĄHE\çDSLHUZV]ĿGHµQLFMDVIRUPXçRZDQDSU]H]EU\W\MVNLU]ĿG]RVWDçD ]DDGDSWRZDQDSU]H]LQQHNUDMH1LHNWyUH ]QLFKZ\NRU]\VWDç\SRGVWDZRZĿOLVWĵ VHNWRUyZX]XSHçQLDMĿFMĿRURG]DMH G]LDçDOQRēFLZDĄQH]SXQNWXZLG]HQLD LFKJRVSRGDUHNQSVSRUWJU\L]DEDZNL KD]DUGOXEZ\NUHēODMĿF]QLHMVHNWRU\ PQLHMZDĄQHF]\QLHRGSRZLDGDMĿFH ZLFKSU]HNRQDQLXGHµQLFMLQSV]WXND LDQW\NLPX]HDWDUJLLIHVWLZDOH1LHNWyU]\NRPHQWDWRU]\FKFLHOLRGG]LHOLŇ WUDG\F\MQHºSU]HP\Vç\NXOWXU\«WMVHNWRU\SR]RVWDMĿFHZEDUG]LHMEH]SRēUHGQLP ]ZLĿ]NX]HV]WXNĿ¨PX]\NĿWHDWUHP µOPHPRGV]HURNRSRMĵW\FKºVHNWRUyZ NUHDW\ZQ\FK«REHMPXMĿF\FKG]LDçDOQRēŇ WDNĿMDNWZRU]HQLHRSURJUDPRZDQLD F]\UHNODPĵNWyUHZPQLHMV]\PVWRSQLX RGZRçXMĿVLĵGRWUDG\F\MQLHSRMPRZDQHM V]WXNLF]\ZĿVNR]GHµQLRZDQHMNXOWXU\ :UDSRUFLH81&7$'GRW\F]ĿF\P JRVSRGDUNLNUHDW\ZQHM]URNX pt. Creative (Fonomy zaproponowano EDUG]LHMJOREDOQĿGHµQLFMĵVHNWRUyZ NUHDW\ZQ\FKºSçDV]F]\]QDQDNWyUHM VW\NDMĿVLĵNUHDW\ZQRēŇNXOWXUDHNRQRPLDLWHFKQRORJLDFKDUDNWHU\]XMĿFD VLĵ]GROQRēFLĿWZRU]HQLDLUR]SRZV]HFKQLDQLDNDSLWDçXLQWHOHNWXDOQHJRRUD] PRĄOLZRēFLĿJHQHURZDQLD]\VNXQRZ\FK PLHMVFSUDF\LGRFKRGyZ]HNVSRUWX DMHGQRF]HēQLHG]LDçDMĿFDQDU]HF] ZçĿF]HQLDVSRçHF]QHJRUyĄQRURGQRēFL NXOWXURZHMLUR]ZRMXF]çRZLHND:VFKRG]ĿFDJRVSRGDUNDNUHDW\ZQD]DF]ĵçD MXĄWRZV]\VWNRURELŇ« *UDQLFHNUHDW\ZQHMJRVSRGDUNL FLĿJOHVLĵ]PLHQLDMĿ1LHMHVWZDĄQH NWyUĵG\GRNçDGQLHSU]HELHJDMĿ,VWRWQH S\WDQLHNWyUHPXV]ĿVRELH]DGDŇU]ĿG\ LWZyUF\SUDZDEU]PLQDVWĵSXMĿFRF]\ ]QDF]HQLHJRVSRGDUNLNUHDW\ZQHMMHVW QDW\OHGXĄHDMHMRGUĵEQRēŇQDW\OH Z\UDąQDE\SRēZLĵFLŇMHMV]F]HJyOQĿ XZDJĵ" :LĵFHMLQIRUPDFMLQDWHPDWPDSRZDQLDVHNWRUyZ NUHDW\ZQ\FKPRĄQD]QDOHąŇZNROHMQHMF]ĵēFL SXEOLNDFML%ULWLVK&RXQFLOSW.UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\F]ĵēŇ .UeDW\wnD *oVSoGDUND i 3U]eP\Vò\ .XOWXU\ &UeDWiYe DnG &XOWXUDO (FonoP\ &]ŀĞŒ MAPOWANIE 6(.725Å: .5($7<:1<&+ 1$5=Ķ'=,$ ±&=<6(.725<.5($7<:1( 0$-ŀ=1$&=(1,(" *G\G]LHVLĵŇODWWHPXEU\W\MVNLU]ĿGSR UD]SLHUZV]\SRGMĿçZ\]ZDQLHPDSRZDQLDVHNWRUyZNUHDW\ZQ\FKFHOHPE\çR SRND]DQLHĄHVWDQRZLĿRQHSRZDĄQĿ F]ĵēŇJRVSRGDUNL2GWHJRF]DVXWHPSR UR]ZRMXWHFKQRORJLLF\IURZ\FKUR]ZyM ēZLDWRZHMJRVSRGDUNLLJOREDOQ\FK PDUHNV]\ENLUR]ZyMPRĄOLZRēFLHGXNDF\MQ\FKQDFDç\PēZLHFLHURVQĿFD SUHVMDQDRV]F]ĵG]DQLHNXUF]ĿF\FKVLĵ ]DVREyZQDWXUDOQ\FK=LHPLLZLĵNV]D ēZLDGRPRēŇ]DFKRG]ĿF\FK]PLDQ NOLPDW\F]Q\FKSU]\F]\QLç\VLĵGRPRG\µNDFMLVSRVREyZIXQNFMRQRZDQLDEL]QHVX ']LĵNLVZRMHMLQQRZDF\MQRēFLVHNWRU\ NUHDW\ZQH]QRZHMLPDçR]QDF]ĿFHM F]ĵēFLVNçDGRZHMJOREDOQHMJRVSRGDUNL ]DF]\QDMĿE\ŇSRVWU]HJDQHMDNRNOXF]RZHHOHPHQW\ºJRVSRGDUNLRSDUWHM QDZLHG]\«NWyUĿQLHPDONDĄG\U]ĿGQD ēZLHFLHFKFHSURZDG]LŇ 6HNWRU\NUHDW\ZQHZVND]XMĿGURJĵ LQQ\PPQLHMSUĵĄQ\PLG\QDPLF]Q\P JDçĵ]LRPJRVSRGDUNL&KDUDNWHU\]XMHMH kreatywne interpretowanie i stosowanie ZLHG]\JRWRZRēŇDGDSWRZDQLDQRZ\FK WHFKQRORJLLLPRGHOLEL]QHVRZ\FKRUD] FKĵŇSDUWQHUVNLHMZVSyçSUDF\SR]ZDODMĿFHMP\ēOHŇJOREDOQLHLZ\NRU]\VW\ZDŇ WHFKQRORJLĵGREOLVNLHMLQWHUDNFML]NRQVXPHQWDPL3UDFXMHZQLFKQLH]Z\NOHGXĄ\ RGVHWHNDEVROZHQWyZZ\ĄV]\FKXF]HOQL 2µFMDOQHEDGDQLHSU]HSURZDG]RQH ZURNXSU]H]:LHONĿ%U\WDQLĵZ\ND]DçRĄHRVyE]DWUXGQLRQ\FKZVHNWRUDFKNUHDW\ZQ\FKSRVLDGDG\SORP Z\ĄV]HMXF]HOQLSRGF]DVJG\ZLHONRēŇ WDZ\QRVLMHG\QLHGODRJyçXVLç\ URERF]HM:QLHNWyU\FKVHNWRUDFKRVyE ]Z\ĄV]\PZ\NV]WDçFHQLHPE\çRMHV]F]H ZLĵFHMQSZPHGLDFK¨ 6HNWRUPX]\F]Q\XFLHOHēQLD QLHNWyUH]QDSLĵŇLVWQLHMĿF\FKSRPLĵG]\ WUDG\F\MQ\PLLLQQRZDF\MQ\PLPRGHODPLEL]QHVRZ\PL*LJDQW\F]QHµUP\ G\VWU\EXF\MQHNWyUHNRQWURORZDç\ PLĵG]\QDURGRZ\SU]HP\VçPX]\F]Q\ SU]H]FDçHG]LHVLĵFLROHFLD¨:DUQHU(0, 8QLYHUVDO¨XVLOQLHVWDUDMĿVLĵGRSDVRZDŇ GRG\QDPLNLēZLDWDF\IURZHJRLV]\ENR ]PLHQLDMĿF\FKVLĵSU]\]Z\F]DMHğVZRLFK NRQVXPHQWyZ6DPLF]XMĿĄHGRVLĵJQĿç LFKNU\]\V3DWU]ĿFMHGQDNSU]H]SU\]PDW ]DLQWHUHVRZDQLDSXEOLF]QRēFLUR]PLDUyZ NRQVXPSFMLLOLF]E\Z\VWĵSyZQDĄ\ZR Z\GDMHVLĵĄHSU]HP\VçPX]\F]Q\ MHV]F]HFK\EDQLJG\QLHE\çZOHSV]HM NRQG\FML$ZLĵFVWZLHUG]HQLHĄHWUDG\F\MQ\SU]HP\VçPX]\F]Q\SU]HĄ\ZD NU\]\VQLHMHVWMHGQR]QDF]QH]W\P ĄHPX]\NDSU]HĄ\ZDNU\]\V3UDZGĿ .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 27 MHVWQDWRPLDVW]SHZQRēFLĿWRĄHVWDU\ PRGHOQDNWyU\PSU]H]RVWDWQLHODW RSLHUDçVLĵSU]HP\VçPX]\F]Q\]DF]\QD V]ZDQNRZDŇ 3RGREQDV\WXDFMDPDPLHMVFH ZSU]\SDGNXZLHOXLQQ\FKJDçĵ]LNUHDW\ZQHMJRVSRGDUNL&KDUOHV/HDGEHDWHU ZVZRLPHVHMXSWCOoXd CXOtXreQDSLVDç ºWRVDPRQDSLĵFLH¨HNVSORGXMĿFD PRĄOLZRēŇSRçĿF]RQD]FKRUREOLZ\P QLHSRNRMHP¨REHFQHMHVWZZLĵNV]RēFL REV]DUyZWZyUF]RēFLNXOWXUDOQHM« 3UDZG]LZH]QDF]HQLHVHNWRUyZ NUHDW\ZQ\FKXMDZQLDVLĵQLHW\ONRZLFK ZDUWRēFLHNRQRPLF]QHMDQLQDZHWQLH ZLFKV]HUV]\PZSç\ZLHVSRçHF]Q\P LNXOWXURZ\PDOHUDF]HMZW\PĄH VWDQRZLĿRQHVZHJRURG]DMXV]DEORQ G]LDçDğNWyUHLQQHVHNWRU\JRVSRGDUNL SRZLQQ\SRGMĿŇMHēOLFKFĿSU]HWUZDŇ LRVLĿJDŇVXNFHV\ZHU]HF\IURZHM:;,; L;;ZLHNXWRZLHONLHIDEU\NLNV]WDçWRZDç\ VSRVyERUJDQL]DFMLFDçHMJRVSRGDUNL 28 V\VWHPXV]NROQLFWZDDQDZHWVSRçHF]HğVWZD2EHFQLHWRVHNWRU\NUHDW\ZQH Z\]QDF]DMĿVSRVyEZMDNLēZLDWRZD JRVSRGDUNDSRZLQQDRUJDQL]RZDŇVLĵ ZSU]\V]çRēFL:GRNXPHQFLHRSXEOLNRZDQ\PZOXW\PSU]H]XQLMQĿ '\UHNFMĵ*HQHUDOQĿGV3U]HGVLĵELRUVWZ L3U]HP\VçX'LUHFWRUDWH*HQHUDOIRU (QWHUSULVHDQG,QGXVWU\QDSLVDQRĄH ºVHNWRU\NUHDW\ZQHVĿQLHW\ONRZDĄQH z gospodarczego punktu widzenia, ale GODWHJRĄH]DVLODMĿRQHJRVSRGDUNĵ ZZLHG]ĵLG\QDPL]P« -HēOLVHNWRU\NUHDW\ZQHU]HF]\ZLēFLHVWDQRZLĿºSDOLZR«GODSR]RVWDçHMF]ĵēFLJRVSRGDUNLZDĄQHMHVWDE\WZyUF\ prawa i prywatni inwestorzy dobrze ]UR]XPLHOLMDNLHVĿLFKZ\UyĄQLNLWMFRMH NV]WDçWXMHMDNLFKZDUXQNyZSRWU]HEXMĿ DE\VLĵVSUDZQLHUR]ZLMDŇDWDNĄHMDN SU]HELHJDLFKLQWHUDNFMD]UHV]WĿJRVSRdarki. 3.1 GOSPODARKA OPARTA NA WIEDZY TeUPLQºJRVSRGDUNDRSDUWDQDZLHG]\«MHVWGXĄRV]HUV]\RGºVHNWRUyZNUHDW\ZQ\FK«3RUD]SLHUZV]\]RVWDç]DVWRVRZDQ\SU]H]DXVWULDFNLHJRWHRUHW\ND]DU]ĿG]DQLD¨3HWHUD'UXFNHUDGRçĿF]DMĿFW\PVDP\PGROLVW\WHUPLQyZNWyU\FKGRNçDGQH ]QDF]HQLHSR]RVWDMHSU]HGPLRWHPG\VNXVML:LNLSHGLDGHµQLXMHJRMDNRºZ\NRU]\VWDQLHWHFKQRORJLLRSDUWHMQDZLHG]\GRJHQHURZDQLDNRU]\ēFLHNRQRPLF]Q\FK LWZRU]HQLDQRZ\FKPLHMVFSUDF\«7HUPLQWHQMHVWF]DVDPLXĄ\ZDQ\Z\PLHQQLH ]WHUPLQHPºVSRçHF]HğVWZRLQIRUPDF\MQH«NWyUHJR]QDF]HQLHMHVWRF]\ZLēFLH V]HUV]H¨]D:LNLSHGLĿºVSRçHF]HğVWZRZNWyU\PWZRU]HQLHUR]SRZV]HFKQLDQLH Z\NRU]\VW\ZDQLHPDJD]\QRZDQLHLSU]HWZDU]DQLHLQIRUPDFMLVWDQRZLZDĄQĿG]LDçDOQRēŇHNRQRPLF]QĿSROLW\F]QĿLNXOWXUDOQĿ«:URNX8QLD(XURSHMVNDSRVWDZLçD VRELH]DFHOSU]HNV]WDçFHQLHVLĵZºVSRçHF]HğVWZRLQIRUPDF\MQH«GRURNX LSU]HPLDQRZDçDMHGQĿ]'\UHNFML*HQHUDOQ\FK.RPLVML(XURSHMVNLHMZ'\UHNFMĵ *HQHUDOQĿGV6SRçHF]HğVWZD,QIRUPDF\MQHJR. .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 29 ±35$:1(7Ŏ2.5($7<:1(- GOSPODARKI – PODSTAWOWE :$581.,52=:2-8 =DU]ĿG]DQLHZçDVQRēFLĿLQWHOHNWXDOQĿ (IHNW\ZQ\V\VWHP]DU]ĿG]DQLDSUDZHP ZçDVQRēFLLQWHOHNWXDOQHMPXVLVWDQRZLŇ LVWRWĵJRVSRGDUNLNUHDW\ZQHM&KRFLDĄ ZLHOHNUDMyZRGGDZQDSRVLDGDRUJDQ\ VWDQRZLĿFHSUDZRDXWRUVNLHLSDWHQWRZH UR]ZyMJOREDOQHJRKDQGOXSRZRGXMHĄH XMHGQROLFHQLHLZSURZDG]DQLHZVSyOQ\FK NRGHNVyZLVWDQGDUGyZVWDMHVLĵSDOĿFĿ NRQLHF]QRēFLĿĔZLDWRZD2UJDQL]DFMD :çDVQRēFL,QWHOHNWXDOQHM:,32MHGQD ]RUJDQL]DFMLZ\VSHFMDOL]RZDQ\FK21= ZVSyçSUDFXMH]NUDMRZ\PLLPLĵG]\QDURGRZ\PLRUJDQDPLZFHOXXVWDQRZLHQLD WDNLFKZVSyOQ\FKVWDQGDUGyZ 2VWDWQLDGHEDWDQDWHPDWZçDVQRēFLLQWHOHNWXDOQHM]RVWDçD]GRPLQRZDQD SU]H]SUyE\SRZVWU]\PDQLDSLUDFWZD PX]\NLVçRZDSLVDQHJR]GMĵŇdesignX LSURGXNWyZX]QDQ\FKPDUHN1LHNWyU]\ WZLHUG]ĿĄHºZRMQD]SLUDFWZHP«WR RVWDWQLEDVWLRQSU]HVWDU]Dç\FKSU]HP\VçyZSUyEXMĿF\FKFKURQLŇVZRMHLQWHUHV\ Z]PLHQLDMĿF\PVLĵēZLHFLHRUD]ĄH WUDG\F\MQHPHWRG\RFKURQ\Z\QLNDMĿFH ]SUDZDXWRUVNLFKQLHVSUDZG]DMĿVLĵ ZGRELH,QWHUQHWX-HGQDNZSURZDG]HQLH V\VWHPXNWyU\XPRĄOLZLDNUHDW\ZQ\P OXG]LRPF]HUSDQLHNRU]\ēFL]HVZRMHM SUDF\DZçDēFLFLHORPSUDZDXWRUVNLFK LFKREURQĵMHVWQLH]EĵGQH2(&' V]DFXMHĄHSURGXNW\SRGURELRQHVWDQRZLĿ¨JOREDOQHJRKDQGOXDZHGçXJ EU\W\MVNLHJRVHNWRUDDXGLRZL]XDOQHJR SURGXNW\SLUDFNLHLQLHOHJDOQHēFLĿJDQLH SOLNyZNRV]WRZDçRJRZVDP\P URNXPLOLRQyZIXQWyZ &RUD]F]ĵēFLHMGRVWU]HJDVLĵMHGQDN NRQLHF]QRēŇ]DVWRVRZDQLDēZLHĄHJR LUDG\NDOQHJRSRGHMēFLDZGRELH QDW\FKPLDVWRZHMLZV]HFKREHFQHM NRPXQLNDFML:NVLĿĄFHSWCreative (FoOogy ² where thinking is a proper Job >.UHDW\ZQDHNRORJLD¨PLHMVFHJG]LH P\ēOHQLHWRSUDZG]LZDSUDFD@MHMDXWRU -RKQ+RZNLQVWZLHUG]LĄHºSUDZR:, NWyUHSRZVWDçRGODJRVSRGDUNLSRZWDU]DOQHMQLHMHVWRGSRZLHGQLHZHSRFH NUHDW\ZQHMHNRORJLLPRJçRE\>RQR@ VWDQRZLŇSRWĵĄQ\ēURGHNSURPRZDQLD GRVWĵSXGRZLHG]\LQDXNL-HGQDN]E\W F]ĵVWRPDPLHMVFHV\WXDFMDRGZURWQD« :ODWDFKRVLHPG]LHVLĿW\FKUXFK:ROQHJR L2WZDUWHJR2SURJUDPRZDQLDDQJ)266 – )ree2pen SoXrFe SoItwareVWZRU]\ç OLFHQFMĵSR]ZDODMĿFĿOXG]LRPQDVZRERGQHNRU]\VWDQLH]RSURJUDPRZDQLD LQQ\FKRVyESRGZDUXQNLHPĄHRQLWDNĄH XGRVWĵSQLĿLQQ\PVZRMHRSURJUDPRZDQLH=UXFKXRWZDUWHJRRSURJUDPRZDQLD QDURG]Lç\VLĵLQQHLQQRZDF\MQHNRQFHSFMHZçĿF]DMĿFRUJDQL]DFMĵCreative Com monsSR]ZDODMĿFĿWZyUFRPLZçDēFLFLHORPSUDZZçDVQRēFLQDZ\EyUSRPLĵG]\ UyĄQ\PLRSFMDPLZ\NRU]\VWDQLDLFKSUDZ WMF]\NRU]\VWQHMHVWRGSçDWQHGDUPRZH OXEX]DOHĄQLRQHRGX]QDQLDSUDZWZyUF\ 3UDZRGRGDUPRZHJRRGSçDWQHJR LX]DOHĄQLRQHJRRGX]QDQLDSUDZWZyUF\ XĄ\WNRZDQLDRSURJUDPRZDQLDLSUDZRGR F]HUSDQLD]\VNyZQLHPXV]ĿVLĵZ]DMHPQLHZ\NOXF]DŇDOHPXV]ĿE\ŇF]ĵēFLĿ VSyMQHJRLSRZV]HFKQLHDNFHSWRZDQHJR V\VWHPX .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 31 6ZRERGQ\SU]HSç\ZLQIRUPDFML &KRFLDĄZLĵNV]DF]ĵēŇSUDZDZçDVQRēFL LQWHOHNWXDOQHMNRQFHQWUXMHVLĵJçyZQLH QDRFKURQLHSUDZWZyUFyZLZçDēFLFLHOL VWDQRZLRQRWDNĄHF]ĵēŇGXĄRV]HUV]HM GHEDW\SRēZLĵFRQHMSUDZRPMHGQRVWNL LSUDZRPVSRçHF]Q\P2VRE\NUHDW\ZQH SRZLQQ\PLHŇSUDZRGRF]HUSDQLD NRU]\ēFL]HVZRMHMSUDF\DOHUyZQRF]HēQLHSR]RVWDOLRE\ZDWHOHSRZLQQL FLHV]\ŇVLĵSUDZHPGRVWĵSXGRNXOWXU\ LLQIRUPDFML¨LSUDZHPG]LHOHQLDVLĵQLPL ]LQQ\PL:ROQRēŇLQIRUPDFMLLGRVWĵSGR HIHNW\ZQ\FKēURGNyZZ\UD]XVWDQRZLĿ SRGZDOLQ\NDĄGHJRGHPRNUDW\F]QHJR VSRçHF]HğVWZDGODWHJRWHĄVLHŇ::: G]LDçDMĿFDZRSDUFLXRZROQ\LRWZDUW\ GRVWĵSVWDçDVLĵWDNLVWRWQ\PHOHPHQWHP ZUR]ZRMXJRVSRGDUNLNUHDW\ZQHM7DND RWZDUWRēŇEXG]LMHGQRF]HēQLHZLHOH ZĿWSOLZRēFLXU]ĿGyZEH]Z]JOĵGX QDWRF]\PDMĿRQHQDZ]JOĵG]LH 32 RVLĿJDQLHX]DVDGQLRQ\FK]SUDZQHJR SXQNWXZLG]HQLDFHOyZWDNLFKMDNZDOND ]SU]HVWĵSF]RēFLĿF]\SURPRZDQLH U]ĿGyZSUDZDZçĿF]DMĿFSUDZR:,F]\ WHĄSUyEXMĿVWçXPLŇG\VNXVMHLUyĄQLFH SRJOĿGyZGODZçDVQ\FKNRU]\ēFL 2ERNU]ĿGyZSDğVWZSU\ZDWQH µUP\WDNLHMDN*RRJOHF]\<DKRRPDMĿ ZçDVQHSRZRG\EL]QHVRZHDE\NRQWURORZDŇGRVWĵSGRLQIRUPDFML-DNQDSLVDç &KDUOHV/HDGEHDWHUZVZRLPHVHMX]DW\WXçRZDQ\PCOoXd CXOtXreºLVWQLHMĿQRZL JçRGQLPRQRSROLēFLLU]ĿG\SUDJQĿFH RG]\VNDŇNRQWUROĵQDG]DVREDPLQLHVXERUG\QRZDQHMVLHFL«6WDZNDMHVWEDUG]R Z\VRND2GNçDGDMĿFQDERNV]HUV]HNZHVWLHVSRçHF]QHSROLW\F]QHLNXOWXUDOQH NWRNROZLHN]QDMG]LHVSRVyEQDREMĵFLH NRQWUROLQDGºQLHVXERUG\QRZDQĿVLHFLĿ« EĵG]LHPLDçRJURPQ\ZSç\ZQDēFLHĄNĵ UR]ZRMXJRVSRGDUNLNUHDW\ZQHMLSR]LRP FHQQDVNDOLZDUWRēFL ğZLDWRZD2UJDQL]DFMD :òDVQRĞFL,QWHOHNWXDOQHM DQJWorld Intellectual Property Organization – WIPO 2UJDQL]DFMDWDEDUG]LHMQLĄRFKURQĿ SUDZDZçDVQRēFLLQWHOHNWXDOQHMMHGQRVWNL]DMPXMHVLĵSU]HSç\ZHPWRZDUyZ LXVçXJSRPLĵG]\NUDMDPL&]çRQNRZLH :,32G]LDçDMĿQDU]HF]]QLHVLHQLD EDULHUKDQGORZ\FKDOH]DVWU]HJDMĿ VRELHSUDZRXWU]\PDQLDLFKZFHOX RFKURQ\VZRLFKLQWHUHVyZQDURGRZ\FK1DZHWXQDMEDUG]LHM]DJRU]Dç\FK ]ZROHQQLNyZZROQHJRKDQGOXWDNLFK MDN86$F]\8(ZFLĿĄLVWQLHMĿREV]DU\ QSUROQLFWZRNWyUHFKFĿRQLFKURQLŇ SU]HGPLĵG]\QDURGRZĿNRQNXUHQFMĿ .DĄG\NUDMFKFHFKURQLŇSHZQHF]ĵēFL VZRMHMQDURGRZHMJRVSRGDUNLDNXOWXUD F]ĵVWRVLĵGRQLFK]DOLF]D:,32QLH QDOHĄ\P\OLŇ]:72¨ĔZLDWRZĿ 2UJDQL]DFMĿ+DQGOXDQJ:orOd Trade OrganizationNWyUDUHJXOXMHUHODFMH KDQGORZHSRPLĵG]\SDğVWZDPLLMHVW ZçDGQDXVWDODŇ]DVDG\LQDNçDGDŇ VDQNFMH 5yďQHNDWHJRULHSUDZZòDVQRĞFLLQWHOHNWXDOQHM ,VWQLHMHNLONDUyĄQ\FKNDWHJRULLSUDZ ZçDVQRēFLLQWHOHNWXDOQHM 35$:2$87256.,(FKURQLSUDZRZçDVQRēFLNUHDW\ZQRēFLF]çRZLHNDZ\UDĄRQHMZSRVWDFLWHNVWXGąZLĵNXF]\µOPX =DSHZQLDRQRRFKURQĵZF]DVLHĄ\FLD DXWRUDLSU]H]SHZLHQRNUHVSRMHJR ēPLHUFLUyĄQ\Z]DOHĄQRēFLRGNUDMX ::LHONLHM%U\WDQLLSUDZRDXWRUVNLH RERZLĿ]XMHSU]H]ODWSRēPLHUFL autora. 3$7(17<]DSHZQLDMĿZ\QDOD]FRP SURGXNWyZF]\SURFHVyZZ\çĿF]QH SUDZRLFKXĄ\WNRZDQLDLZ\NRU]\VW\ZDQLDSU]H]RNUHēORQ\F]DV,QDF]HMQLĄ ZSU]\SDGNXSUDZDDXWRUVNLHJRNWyUH PDFKDUDNWHUDXWRPDW\F]Q\.DĄG\ NWRVWDUDVLĵRSU]\]QDQLHSDWHQWX PXVLXGRZRGQLŇĄHMHJRSURGXNWF]\ SURFHVMHVWQDSUDZGĵZ\MĿWNRZ\OXE LQQRZDF\MQ\ =1$.,+$1'/2:(FKURQLĿZ\NRU]\VWDQLHQD]ZV\PEROLLORJRW\SyZNWyUH ZVND]XMĿQDNRQNUHWQĿRUJDQL]DFMĵF]\ SURGXNW0DMĿRQHQDFHOXSU]HFLZG]LDçDQLHIDçV]HUVWZRPL]DSRELHJDQLH VSU]HGDĄ\SU]H]RV]XVWyZWRZDUyZ LXVçXJZLPLHQLXNRJRēLQQHJR '(S,GNMHVWF]DVDPLZ\UyĄQLDQ\MDNR czwarty obszar zainteresowania praw ZçDVQRēFLLQWHOHNWXDOQHM7DNDWHJRULD chroni prawo do wykorzystywania RNUHēORQ\FKNV]WDçWyZF]\Z]RUyZ SU]H]µUP\OXERVRE\µ]\F]QH 3RGREQLHMDN]QDNLWRZDURZHdesign PRĄQD]DUHMHVWURZDŇG]LĵNLF]HPX MHJRZçDēFLFLHO]\VNXMHēURGHNRFKURQ\ SUDZQHM .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 33 Infrastruktura cyfrowa 6]HURNRSDVPRZDSU]HSXVWRZRēŇçĿF]\ LJOREDOQ\]DVLĵJLQIUDVWUXNWXU\F\IURZHM F]\QL]QLHMQDMEDUG]LHMHIHNW\ZQĿVLçĵ QDSĵGRZĿZVSyçF]HVQ\FKVHNWRUyZ NUHDW\ZQ\FK=DSHZQLDRQDWDNĄHLQQH VSRçHF]QHLNXOWXUDOQHNRU]\ēFL 1DSRF]ĿWNXJOREDOQHJRNU\]\VX NUHG\WRZHJR]SU]HçRPXODW 6WXDUW&XQQLQJKDPG\UHNWRUDXVWUDOLMVNLHJR&HQWUXP'RVNRQDçRēFL6HNWRUyZ .UHDW\ZQ\FKL,QQRZDFML>DQJCentre oI ([FeOOenFe and Creative ,ndXstries and ,nnovation@SRZLHG]LDçĄHºSRZLQQLēP\ SDPLĵWDŇĄHNRUHDğVNL]U\ZZNLHUXQNX F\IURZHMELHJçRēFLLUR]ZRMX]DUyZQR JRVSRGDUVWZGRPRZ\FKMDNLU\QNRZ\FKVHNWRUyZJRVSRGDUNLNUHDW\ZQHM QDVWĿSLçWXĄSRZLĿĄĿF\PVLĵ]PDVRZ\PL ]ZROQLHQLDPLNU\]\VLHD]MDW\FNLP]ODW G]LHZLĵŇG]LHVLĿW\FKFRGRSURZDG]LçR GRUR]NZLWXSU]HGVLĵELRUF]RēFLLZ\V\SX QRZ\FKµUPNRU]\VWDMĿF\FK]WDQLHJR LçDWZRGRVWĵSQHJR,QWHUQHWXV]HURNRSDVPRZHJR«&KFLDçRQSU]H]WR SRZLHG]LHŇĄHGHWHUPLQDFMDSRçXGQLRZRNRUHDğVNLHJRU]ĿGXĄHE\]ZLĵNV]\Ň SU]HSXVWRZRēŇ,QWHUQHWXSU]\F]\QLçD VLĵGRSRZVWDQLDLQIUDVWUXNWXU\NWyUD SR]ZROLçDSU]HGVLĵELRUFRPSURVSHURZDŇ 1LHW\ONRµUP\]]DSDçHPNRU]\VWDç\ ],QWHUQHWX5]ĿG.RUHL3RçXGQLRZHMVWDç VLĵWDNĄHēZLDGNLHPºHNVSOR]MLWUHēFL JHQHURZDQ\FKSU]H]XĄ\WNRZQLNyZ ZVSyçSUDF\NRQVXPHQWyZ]WZyUFDPL SRZVWDQLDSRUWDOLGODIDQyZJLHULQWHQV\ZQHMZ\PLDQ\GRēZLDGF]HğSRPLĵG]\ SURIHVMRQDOLVWDPLLDPDWRUDPLSR]D RSW\PDOL]XMĿF\PU\QHNVWUXPLHQLHP JRWyZNL«,QQ\PLVçRZ\µQDQVRZDQD ]SXEOLF]Q\FKSLHQLĵG]\LQIUDVWUXNWXUD V]HURNRSDVPRZDQLHW\ONRSRPRJçD NUHDW\ZQ\PSU]HGVLĵELRUFRPZRWZLHUDQLXQRZ\FKµUPDOHZ\JHQHURZDçD WDNĄHSRS\WQDLFKSURGXNW\L]QDF]ĿFR ZSç\QĵçDQDVSRçHF]HğVWZRRWZLHUDMĿF QRZHNUHDW\ZQHPRĄOLZRēFLSU]HG ]Z\Nç\PLRE\ZDWHODPL 7LP%HUQHUV/HHWZyUFDVLHFL WWW, podobny punkt widzenia przedVWDZLçZVW\F]QLXURNXZDUW\NXOH SUDVRZ\PSRēZLĵFRQ\PSODQRPU]ĿGX EU\W\MVNLHJRZ]DNUHVLHRSUDFRZDQLD QRZ\FKSURWRNRçyZNWyUHSR]ZROLç\E\ QDçDWZLHMV]\WUDQVIHUGDQ\FK]MHGQHJR V\VWHPXGRGUXJLHJR6WZLHUG]LçRQĄH ºRNUHēODQLHJG]LHGDQHPRĄQDZ\NRU]\VWDŇQLHMHVWQDV]\P>U]ĿGX@]DGDQLHP QDV]\P]DGDQLHPMHVWLFKUR]SRZV]HFKQLDQLHLSR]ZROHQLHµUPRPLQLH]DOHĄQ\P SURJUDPLVWRPQDWZRU]HQLHQRZ\FK XVçXJ« Finanse %HQ9HUZD\HHQE\ç\SUH]HV%ULWLVK 7HOHFRPMHVWDXWRUHPVç\QQHMZ\SRZLHG]LºZV]\VWNRFRSRWU]HEQHDE\VWDŇ VLĵF]ĵēFLĿJOREDOQHJRSRU]ĿGNXHNRQRPLF]QHJRWRNU]HVçRĄHE\QDQLPXVLĿēŇ LNRPSXWHUĄHE\PyFSRçĿF]\ŇVLĵ]H ēZLDWHP«&HFKĿZ\UyĄQLDMĿFĿZLHOHµUP NUHDW\ZQ\FKMHVWWRĄHSRWU]HEXMĿRQH UHODW\ZQLHQLHZLHOHNDSLWDçXE\UR]SRF]ĿŇG]LDçDOQRēŇ:LHOXSU]HGVLĵELRUFyZ ZHZçDVQ\P]DNUHVLHµQDQVXMHVZRMH SLHUZV]HSU]HGVLĵZ]LĵFLDEL]QHVRZH :SHZQ\PVHQVLHLFKNDSLWDçHPMHVW LFKZçDVQDNUHDW\ZQRēŇ-HēOLLPVLĵ SRZLHG]LHL]HFKFĿVLĵUR]ZLMDŇEĵGĿ SRWU]HERZDŇGRGDWNRZHJRµQDQVRZDQLDLZWHG\PRJĿSRMDZLŇVLĵSHZQH SUREOHP\,FKDNW\ZDPRJĿRND]DŇVLĵ QLHZ\VWDUF]DMĿFHGRX]\VNDQLDNUHG\WX 0RJĿRQLWHĄQLHFKFLHŇLēŇQDXVWĵSVWZDZ]DNUHVLHVZRMHMNUHDW\ZQHMZL]ML SR]ZDODMĿF]HZQĵWU]Q\PLQZHVWRURPQD Z\NXSLHQLHF]ĵēFLµUP\=JURPDG]HQLH NDSLWDçXMHVWL]DZV]HE\çRSUREOHPHP ZLHOXNUHDW\ZQ\FKµUP]DUyZQRPDç\FK MDNLW\FKZLĵNV]\FK 2SU]HP\ēOHµOPRZ\PPyZL VLĵQDSU]\NçDGĄHºQLNWZQLPQLFQLH ZLH«JG\ĄQDZHWSUyEQHSRND]\GOD Z\EUDQHMSXEOLF]QRēFLQLHJZDUDQWXMĿ VXNFHVXGDQHJRµOPX0RĄQDWRGRSLHUR VWZLHUG]LŇSROLF]ELHVSU]HGDQ\FKELOHWyZ QDVHDQV:LHONDJZLD]GDGXĄ\EXGĄHW L]DNURMRQDQDV]HURNĿVNDOĵNDPSDQLD PDUNHWLQJRZDQLHJZDUDQWXMĿVXNFHVX 1DZHWVWXGLD]+ROO\ZRRGNWyUHPDMĿ ]DVREĿG]LHVLĵFLROHFLDGRēZLDGF]Hğ ZNDONXORZDQLXU\]\NDRF]HNXMĿĄH ]DURELĿW\ONRQD]µOPyZ7RZçDēQLH WDNZLHONLHGRēZLDGF]HQLHSU]HPDZLD]D W\PĄHNRPHUF\MQHNODS\WDNĄHVWDQRZLĿ QLHRG]RZQ\HOHPHQWSURFHVXEL]QHVRZHJRG]LĵNLF]HPXKROO\ZRRG]NLHVWXGLD VĿZVWDQLH]HEUDŇIXQGXV]HQDNROHMQH SU]HGVLĵZ]LĵFLD$OHQLH]DZV]HWDNE\çR 3U]HP\VçµOPRZ\+ROO\ZRRGZSRF]ĿWNDFKVZHJRLVWQLHQLDPLDçSRZDĄQH SUREOHP\]]HEUDQLHPNDSLWDçX%\çRWDN GRSyNLQLHSRMDZLçVLĵ$3*LDQQLQLLMHJR %DQNRI$PHULFD:VZRMHMSUDF\SRēZLĵFRQHMKLVWRULLSU]HP\VçXµOPRZHJRSW The 8ndeFOared :ar [Niewypowiedziana ZRMQD@/RUG3XWWQDPWZLHUG]LĄHºVNDOD SRGRELHğVWZDSRPLĵG]\URG]LQĿ*LDQQL- QLFKLSLRQLHUDPLSU]HP\VçXµOPRZHJR E\çDLPSRQXMĿFDŎDWZRE\çRMĿGRVWU]HF JG\ĄWDNMDNOXG]LHµOPXF]çRQNRZLH URG]LQ\*LDQQLQLFKE\OLRXWVLGHUDPLLPLJUDQWDPL]QLHQDZLG]RQ\PLWUDNWRZDQ\PLQLHXIQLHLFDçNRZLFLHQLH]UR]XPLDQ\PL SU]H]ZSç\ZRZ\FKµQDQVLVWyZ«)LQDQVRZDQLHVHNWRUyZNUHDW\ZQ\FK]E\WF]ĵVWR ]DOHĄDçRRGUHODW\ZQLHQLHZLHONLHMJUXS\ LQZHVWRUyZNWyU]\NLHURZDOLVLĵUDF]HM VZRLPLSDVMDPLLV\PSDWLDPLQLĄORJLNĿ HNRQRPLF]QĿ (OHPHQWU\]\NDº]DPURĄRQ\FK QDNçDGyZ«NWyUHWU]HEDSRQLHēŇ]DQLP ]DURELVLĵFRNROZLHNMHVWZVSyOQ\GOD ZLHOXVHNWRUyZNUHDW\ZQ\FK,VWQLHMH QLHZLHOHLQVW\WXFMLµQDQVRZ\FKSRVLDGDMĿF\FKRGSRZLHGQLĿZLHG]ĵL]DXIDQLHE\ ]DLQZHVWRZDŇZSUDZG]LZLHNUHDW\ZQH SU]HGVLĵZ]LĵFLH'ODWHJRWHĄV\VWHPDW\F]QHJURPDG]HQLHLDQDOL]RZDQLH GDQ\FKNWyUH]ZLĵNV]\ç\E\SR]LRP ]DXIDQLDLQZHVWRUyZMHVWWDNZDĄQHGOD GçXJRWHUPLQRZHMSU]\V]çRēFLJRVSRGDUNL NUHDW\ZQHM .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 35 36 ±32/,7<&=1(7Ŏ2 .5($7<:1(-*2632'$5.,¨ 32/,7<.$38%/,&=1$.7Å5$ 02ú(&2Ĕ=0,(1,ň 5]ĿGMDNRNOLHQW :V]\VWNLHU]ĿG\SDğVWZZ\GDMĿSLHQLĿG]HQDQLHUXFKRPRēFLXVçXJLSXEOLF]QH WDNLHMDNRSLHND]GURZRWQDLHGXNDFMD QDSXEOLF]QĿLQIUDVWUXNWXUĵUHNODPĵ XVçXJLNRPXQLNDF\MQHRSURJUDPRZDQLH i design. Prawdopodobnie nie istnieMHEDUG]LHMVNXWHF]Q\VSRVyEZNWyU\ QRZRF]HVQDZçDG]DPRĄHSURPRZDŇ JRVSRGDUNĵNUHDW\ZQĿQLĄZ\NRU]\VWDQLHNRU]\ēFLSç\QĿF\FK]]DPyZLHğ SXEOLF]Q\FKQDZROQ\PU\QNX:\]QDF]DQLHPLQLPDOQ\FKVWDQGDUGyZEDUG]LHMU\JRU\VW\F]QHLGçXJRWHUPLQRZH NU\WHULDXVWDODQLDQDMOHSV]HJRVWRVXQNX ZDUWRēFLGRFHQ\NRU]\VWDQLH]NRQVXOWDFMLSXEOLF]Q\FKLRWZDUW\FKNRQNXUVyZ w zakresie designX¨U]ĿG\QDFDç\P ēZLHFLHZ\NRU]\VWXMĿWHZV]\VWNLHQDU]ĵG]LDDE\VNçRQLŇGRVWDZFyZSXEOLF]Q\FK GyEULXVçXJGRSRGQLHVLHQLDLFKVWDQGDUGyZLGRNUHDW\ZQ\FKUHDNFML2SUyF] GRVWDUF]DQLDOHSV]\FKUR]ZLĿ]DğGOD RE\ZDWHOLEDUG]LHMNUHDW\ZQHSRGHMēFLH GR]DPyZLHğSXEOLF]Q\FKSR]ZDOD]DRV]F]ĵG]LŇSLHQLĿG]HLVW\PXOXMHSRZVWDZDQLHQRZ\FKPLHMVFSUDF\LUR]ZyM QRZ\FKXPLHMĵWQRēFL:]ZLĿ]NX]W\P ĄH]PLDQ\NOLPDW\F]QHLURVQĿFHNRV]W\ HQHUJLLRGFLVNDMĿFRUD]ZLĵNV]HSLĵWQRQD SROLW\FHSXEOLF]QHMLĄHRE\ZDWHOHFRUD] FKĵWQLHMZFKRG]ĿZLQWHUDNFMĵ]U]ĿGHP ]DSRēUHGQLFWZHP,QWHUQHWXSLOQLHMV]D VWDMHVLĵWDNĄHSRWU]HED]DVWRVRZDQLD NUHDW\ZQHJRSRGHMēFLDGRHVWHW\F]Q\FK LēURGRZLVNRZ\FKVWDQGDUGyZ]ZLĿ]DQ\FK]]DPyZLHQLDPLSXEOLF]Q\PLDMHM ]DVSRNRMHQLHEĵG]LHPLDçR]QDF]ĿF\ ZSç\ZQDJRVSRGDUNĵNUHDW\ZQĿ Miasta i klastry -HGQĿ]EDUG]RZLGRF]Q\FKLVWDç\FK FHFKVHNWRUyZNUHDW\ZQ\FKMHVWLFK XPLHMVFRZLHQLHJHRJUDµF]QH:SU]HFL ZLHğVWZLHGRIDEU\NVDPRFKRGyZF]\ RG]LHĄ\NWyUHPRĄQDSU]HQRVLŇ]NUDMXGR NUDMXZ]DOHĄQRēFLRGWHJRJG]LHNRV]W\ SUDF\VĿQDMQLĄV]HVHNWRUyZNUHDW\ZQ\FK QLHPRĄQDSRSURVWXXVXQĿŇ]MHGQHM ORNDOL]DFMLL]DV]F]HSLŇZQRZ\PPLHMVFX 'RēZLDGF]HQLDPLDVWQDFDç\PēZLHFLH SRWZLHUG]DMĿĄHERJDWHL]UyĄQLFRZDQH ēURGRZLVNRNXOWXURZH¨UR]XPLDQHQLH W\ONRMDNRSRGDĄV]WXNLZ\VRNLHMDOHWDNĄH MDNRGRVWĵSGRNDZLDUQLSXEyZNOXEyZ RWZDUW\FKSU]HVWU]HQLSXEOLF]Q\FKLUyĄQRURGQ\FKSODFyZHNHGXNDF\MQ\FK¨MHVW UyZQLHZDĄQHGOD]DSHZQLHQLDĄ\]QHJR SRGçRĄDGODUR]ZRMXµUPNUHDW\ZQ\FK co niezawodny transport i niewysoki NRV]WZ\QDMPXSRZLHU]FKQLELXURZ\FK ,PEDUG]LHMZ\UyĄQLDMĿFDVLĵLUyĄQRURGQDMHVWNXOWXUDGDQHMVSRçHF]QRēFLW\P EDUG]LHMSUDZGRSRGREQHĄHSU]\FLĿgnie ona do siebie kreatywnych ludzi, DZLFKēODGQDVWĵSQ\FK5yĄQRURGQRēŇ ¨QLHW\ONRZNRQWHNēFLHVSRçHF]QRēFL NXOWXU\LVW\OyZĄ\FLDDOHWDNĄHZNRQWHNēFLHZVSyçLVWQLHQLDUyĄQ\FKURG]DMyZ ZLHG]\LNUHDW\ZQRēFLDNDGHPLFNLHM .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 37 W HFKQLF]QHMVSRçHF]QHMNXOWXUDOQHM ZMHGQ\PPLHMVFX¨MHVWSRZV]HFKQLH X]QDZDQD]DNOXF]RZ\HOHPHQWZDUXQNXMĿF\VXNFHVZWDNLFKV\WXDFMDFK(NRQRPLVWD:LOO+XWWRQZUDSRUFLHGODU]ĿGX EU\W\MVNLHJR]DW\WXçRZDQHJRStaying AheadSRVXQĿçVLĵQDZHWGRVWZLHUG]HQLDĄHZWZRU]HQLXRGQRV]ĿFHMVXNFHV\ VSRçHF]QRēFLNUHDW\ZQHMºUyĄQRURGQRēŇ ]QDF]\ZLĵFHMQLĄ]GROQRēŇ« 5yďQRURGQRĞŒNXOWXURZD :HGçXJ81(6&2UyĄQRURGQRēŇ NXOWXURZDWRºVLçDQDSĵGRZDUR]ZRMX QLHW\ONRJRVSRGDUF]HJRRUD]ēURGHN VSU]\MDMĿF\SURZDG]HQLXEDUG]LHM RZRFQHJRĄ\FLDLQWHOHNWXDOQHJRHPRFMRQDOQHJRPRUDOQHJRLGXFKRZHJR¡ >UyĄQRURGQRēŇ@MHVW]DWHPPDMĿWNLHP QLH]EĵGQ\PGRZDONL]XEyVWZHP LRVLĿJDQLD]UyZQRZDĄRQHJRUR]ZRMX« 6XNFHVURG]LVXNFHV0DçHµUP\NUHDW\ZQHSU]\FLĿJDMĿLQQH]DMPXMĿFHVLĵ SRGREQ\PL]DJDGQLHQLDPLFRSRZRGXMH 38 WZRU]HQLHVLĵZ]DMHPQLHVW\PXOXMĿF\FK VLĵNODVWUyZ:F]DVLHRVWDWQLFKGZyFK WU]HFKGHNDGQDFDç\PēZLHFLHXSRZV]HFKQLçRVLĵ]MDZLVNRUHZLWDOL]DFML FHQWUyZPLDVWSRGZSç\ZHPNXOWXU\ DUR]ZLMDQLHµUPNUHDW\ZQ\FKLNODVWUyZ EL]QHVRZ\FKSRçRĄ\çRSRGZDOLQ\SRG wiele efektywnych strategii zagospodaURZDQLDSU]HVWU]HQQHJRPLDVW3RZVWDMĿ RQHUDF]HMQDSR]LRPLHUHJLRQDOQ\PQD SR]LRPLHPLDVWDF]\QDZHWG]LHOQLF\QLĄ QDSR]LRPLHNUDMXFRSR]ZDODU]ĿGRP ZEDUG]LHMEH]SRēUHGQLLXĄ\WHF]Q\ VSRVyEZSç\ZDŇQDUR]ZyMJRVSRGDUNL NUHDW\ZQHM2SXEOLNRZDQ\ZURNX GRNXPHQWU]ĿGXEU\W\MVNLHJRSW Creative Britain ² New TaOents Ior the New (Fonomy [Kreatywna Brytania ¨1RZHWDOHQW\GODQRZHMJRVSRGDUNL@ SRēZLĵFRQ\VWUDWHJLLZ]DNUHVLH VHNWRUyZNUHDW\ZQ\FKZ\UDąQLHWR SRWZLHUG]DSRGNUHēODMĿFĄHºGRW\F]\ RQZL]ML:LHONLHM%U\WDQLL]DODWNLHG\ WRJRVSRGDUNDORNDOQDZQDMZLĵNV]\FK PLDVWDFKEĵG]LHQDSĵG]DQDSU]H] NUHDW\ZQRēŇ« .ODVWU\ º6RKRQHW« ']LHOQLFD6RKRZFHQWUXP/RQG\QXGçXJRSR]RVWDZDçDXOXELRQĿORNDOL]DFMĿZLHOX QLHZLHONLFKµUPG]LDçDMĿF\FKZEUDQĄ\µOPRZHMLPHGLDOQHM:SRçRZLHODWG]LHZLĵŇG]LHVLĿW\FKJUXSDPDç\FKµUP]6RKR]DMPXMĿF\FKVLĵHIHNWDPLVSHFMDOQ\PL]DF]ĵçDZ\ZLHUDŇQDFLVNQD%7QDMZLĵNV]ĿµUPĵWHOHNRPXQLNDF\MQĿZ:LHONLHM%U\WDQLL DE\WD]EXGRZDçDV]HURNRSDVPRZĿVLHŇZFHQWUXP/RQG\QXNWyUDSR]ZROLçDE\ PDç\PµUPRPZVSyçSUDFRZDŇ]HVREĿSU]\SURMHNWDFK]E\WGXĄ\FKGR]UHDOL]RZDQLDSU]H]NWyUĿNROZLHN]QLFKZSRMHG\QNĵ6LHŇºVRKRQHW«]RVWDçD]EXGRZDQD DWHQLHZLHONLHµUP\NWyUHGRWHJRGRSURZDG]Lç\PRJç\]DF]ĿŇWZRU]\ŇNRQVRUFMD LEUDŇXG]LDçZZLHONLFKSU]HWDUJDFKQDGRVWDUF]HQLHVWXGLRP]+ROO\ZRRGVHNZHQFMLREUD]yZJHQHURZDQ\FKNRPSXWHURZR>DQJFRPSXWHUJHQHUDWHGLPDJHV¨&*,@ =F]DVHPGRSURZDG]LçRWRGRSRZVWDQLD&)&)UDPHVWRUHQDMZLĵNV]HMLQDMSRWĵĄQLHMV]HMµUP\]EUDQĄ\&*,QDēZLHFLH]DWUXGQLDMĿFHMVHWNLXWDOHQWRZDQ\FKOXG]L ¨LZFLĿĄPLHV]F]ĿFHMVLĵZ6RKR Factory 798 )DEU\NDHOHNWURQLNLZRMVNRZHMRSRZLHU]FKQLPãSRçRĄRQDZ'DLVKDQ]L G]LHOQLF\3HNLQX]RVWDçD]DPNQLĵWDQDSRF]ĿWNXODWG]LHZLĵŇG]LHVLĿW\FKDRSXV]F]RQHSU]H]QLĿEXG\QNL]DF]ĵOLZ\QDMPRZDŇDUW\ēFLLGHVLJQHU]\:URNX ]RUJDQL]RZDOLRQLSLHUZV]ĿHG\FMĵ%HLMLQJ%LHQQDOHDURNSyąQLHM¨'DLVKDQ]L ,QWHUQDWLRQDO$UW)HVWLYDO6XNFHVW\FKLPSUH]SU]HNRQDçZçDG]H3HNLQXGRVIRUPDOL]RZDQLD]DFKRG]ĿF\FKZW\PPLHMVFX]PLDQLQDGDQLDWHPXREV]DURZLQRZHM QD]Z\¨'DLVKDQ]L$UW'LVWULFW>6WUHID6]WXNL'DLVKDQ]L@ 7KH3HUYDVLYH0HGLD6WXGLR 7R]ORNDOL]RZDQDZ%ULVWROXZSRçXGQLRZRZVFKRGQLHM$QJOLLK\EU\GDNWyUHMG]LDçDQLHRSLHUDVLĵQDZVSyçSUDF\SRPLĵG]\ORNDOQ\PFHQWUXPV]WXNLµQDQVRZDQ\P ]SXEOLF]Q\FKSLHQLĵG]\MHGQRVWNĿEDGDZF]ĿORNDOQHJRXQLZHUV\WHWXµUPĿ+HZOHWW3DFNDUGWHFKQRORJLF]QĿNRUSRUDFMĿNWyUHMG]LDçEDGDğ]QDMGXMHVLĵZ%ULVWROX RUD]µQDQVRZDQĿSU]H]SDğVWZRUHJLRQDOQĿDJHQFMĿUR]ZRMXJRVSRGDUF]HJR 6WXGLRRIHUXMHQDNUyWNLRNUHVF]DVXSU]HVWU]HğELXURZĿRVRERPLQG\ZLGXDOQ\P L]HVSRçRPNWyUHçĿF]ĿG]LDçDOQRēŇNUHDW\ZQĿ]LQQRZDFMDPLWHFKQRORJLF]Q\PL =DSHZQLDRQRPLHMVFHGRSURZDG]HQLDEDGDğLUR]ZLMDQLDSURMHNWyZDWDNĄHGR SURZDG]HQLDZ\NçDGyZLRUJDQL]RZDQLDLPSUH]GODV]HUV]HMSXEOLF]QRēFL6WXGLRWR EDUG]LHMQDVWDZLDVLĵQDUR]ZLMDQLHSRP\VçyZQLĄµUPDOHZV]\VF\MHJR]DçRĄ\FLHOH GRVWU]HJDMĿĄHPDRQRG\QDPLF]Q\LSR]\W\ZQ\ZSç\ZQDZ]URVWOLF]E\NUHDW\ZQ\FKµUP]EUDQĄ\PHGLyZF\IURZ\FKZRNROLFDFK%ULVWROX .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 39 (GXNDFMDLXPLHMĵWQRēFL =D]Z\F]DMWDPJG]LHNXPXOXMHVLĵVLOQD L]UyZQRZDĄRQDNUHDW\ZQDG]LDçDOQRēŇ JRVSRGDUF]DLVWQLHMHXQLZHUV\WHWNWyU\ SU]\F]\QLçVLĵGR]DVLDQLDLGHLDWHUD] QDGDOWURV]F]\VLĵRORNDOQHµUP\]VHNWRUDNUHDW\ZQHJRLVSHFMDOLVW\F]Q\ORNDOQ\ U\QHNSUDF\RGNWyUHJRLFKG]LDçDOQRēŇ MHVWX]DOHĄQLRQD'RVNRQDOHREUD]XMHWR SU]\NçDG]H6]NRFML:QLHZLHONLPPLHēFLH 'XQGHHUR]ZLQĿçVLĵēZLDWRZHMNODV\VHNWRUJLHUZLGHRNWyU\ēFLēOHZVSyçSUDFXMH ]ORNDOQĿXF]HOQLĿ¨$EHUWD\8QLYHUVLW\ 6HNWRULXQLZHUV\WHWVĿ]DOHĄQHRGVLHELH QDZ]DMHPLZ]DMHPQLHVLĵVW\PXOXMĿ7R VDPRG]LHMHVLĵZPLDVWDFKQDFDç\P ēZLHFLH 3UDZG]LZDºJRVSRGDUNDRSDUWDQD ZLHG]\«MHVWXZDUXQNRZDQD]GROQRēFLĿ VLç\URERF]HMGRNUHDW\ZQHJRP\ēOHQLD LHODVW\F]QRēFLQLHW\ONRZVHNWRU]H NUHDW\ZQ\PDOHZFDçHMJRVSRGDUFH 3DWU]ĿF]WHMSHUVSHNW\Z\XF]HOQLH Z\ĄV]HQLHV\WXXMĿVLĵSR]DJRVSRGDUNĿ DOHVĿMHMLQWHJUDOQĿF]ĵēFLĿ:\]ZDQLH NWyUHSU]HGQLPLVWRLWREXGRZDQRZ\FK VLHFLNRQWDNWyZLRGHJUDQLHZLĵNV]HM UROLZSU]HP\ēOHEH]XPQLHMV]DQLD VZRMHMLQWHOHNWXDOQHMLDNDGHPLFNLHM QLH]DOHĄQRēFL 3R]DVLOQĿLDNW\ZQĿREHFQRēFLĿ XF]HOQLZ\ĄV]\FKVXNFHVORNDOQHMJRVSRGDUNLNUHDW\ZQHM]DOHĄ\WHĄ]D]Z\F]DM RGGREUHMHGXNDFMLQDSR]LRPLHV]NRç\ SRGVWDZRZHMLēUHGQLHMDWDNĄHRGGRVWĵSXGRVW\PXOXMĿF\FKERGąFyZNWyUH ]DSHZQLDMĿPX]HDJDOHULHV]WXNLVDOH NRQFHUWRZHLLQQHSODFyZNLNXOWXUDOQH =DNURMRQ\QDV]HURNĿVNDOĵSURJUDPGOD DQJLHOVNLFKV]NyçCreative Partnerships >.UHDW\ZQH3DUWQHUVWZD@SRND]DçMDNLH NRU]\ēFLPRJĿSç\QĿŇ]]DFKĵFDQLD XF]QLyZGRZVSyçSUDF\]SU]HGVLĵELRUFDPLNUHDW\ZQ\PLSDWU]RNLHQNRQD VWU 5.3 CREATIVE PARTNERSHIPS Creative Partnerships [Kreatywne 3DUWQHUVWZD@WRSURJUDPSURZDG]RQ\ Z$QJOLLNWyU\SROHJDQD]DSUDV]DQLX DUW\VWyZLLQQ\FKWZyUFyZNUHDW\ZQ\FKGRV]Nyç]G]LHOQLFXERJLFKSRG Z]JOĵGHPVSRçHF]Q\POXEHNRQRPLF]Q\P3RND]XMHRQĄHSRçĿF]HQLHQDXNL LSU]HGVLĵELRUF]RēFLNUHDW\ZQHMPRĄH E\ŇEDUG]RVNXWHF]QH:UDSRUFLH SRēZLĵFRQ\PWHPXSURJUDPRZL SU]\JRWRZDQ\PZURNXSU]H] LQVSHNWRUDWRēZLDW\Z$QJOLLQDSLVDQRĄHºXF]QLRZLHE\OLV]F]HJyOQLH ]DLQVSLURZDQLPRĄOLZRēFLĿSUDF\ ZVHNWRUDFKNUHDW\ZQ\FK¡5HJXODUQH ZL]\W\ZµUPDFK]VHNWRUDNUHDW\ZQHJRJçĵERNR]PLHQLç\FKDUDNWHULFHO QDXNL¡8F]QLRZLHQLH]DOHĄQLHRG SR]LRPXVZRLFK]GROQRēFLXF]\OLVLĵ SUDNW\F]QHJRZ\NRU]\VWDQLD]GROQRēFL zdobytych w szkole i zdobywali nowe XPLHMĵWQRēFLSRWU]HEQHZSUDF\SU]\ GDQ\PSURMHNFLH¡:SU]\SDGNX ZV]\VWNLFKXF]QLyZ]QDF]HQLHSURJUDPXQDXF]DQLDVWDçRVLĵMDVQH DQLHNWyU]\]QLFKJUXQWRZQLH]PLHQLOL VZRMHDVSLUDFMH¡=QDF]QLHSRSUDZLçD VLĵXXF]QLyZXPLHMĵWQRēŇSLVDQLD LF]\WDQLDOLF]HQLDZ]URVçDLFKZLDUD ZVLHELHUR]ZLQĵçDVLĵXPLHMĵWQRēŇ SUDF\]HVSRçRZHMRUD]]GROQRēŇ SU]HMPRZDQLDLQLFMDW\Z\LDGDSWDFML GR]DFKRG]ĿF\FK]PLDQ¨ZV]\VWNRWR SU]\F]\QLVLĵ]SHZQRēFLĿGRSROHSV]HQLDHNRQRPLF]Q\FKSHUVSHNW\ZW\FK XF]QLyZZSU]\V]çRēFL« Sztuka i kultura )LQDQVRZDQD]SLHQLĵG]\SXEOLF]Q\FK G]LDçDOQRēŇDUW\VW\F]QDF]\WRZIRUPLH RēZLDW\VXEV\GLRZDQHJRWHDWUXRUNLHVWU\SXEOLF]Q\FKVWDFMLWHOHZL]\MQ\FK LUR]JçRēQLUDGLRZ\FKF]\ZMDNLHMNROZLHN LQQHMIRUPLHWRLQZHVW\FMDZLQQRZDFMH ]GROQRēFLEDGDQLDLPLHMVFDQDNWyUĿ U\QHNNRPHUF\MQ\UDF]HMVLĵQLH]GREĵG]LH3R]DRF]\ZLVW\PLNXOWXUDOQ\PL LVSRçHF]Q\PLNRU]\ēFLDPLSç\QĿF\PL ]µQDQVRZDQLDV]WXNLSU]H]SDğVWZR VW\PXOXMHWRLSRGQRVLMDNRēŇRUD] ZLHONRēŇSRS\WXQDWRZDU\LXVçXJL kreatywne. Autorzy raportu Staying Ahead the eFonomiF perIormanFe oI the 8K·s Freative indXstriesXZDĄDMĿĄH ºLQWHOLJHQWQ\SRS\W«PDNDSLWDOQH]QDF]HQLHGODSREXG]DQLDUR]ZRMXJRVSRGDUNL NUHDW\ZQHM:HGçXJQLFKºSRS\WSRZLQLHQ E\ŇZ\PDJDMĿF\« 8WDOHQWRZDQLNUHDW\ZQLOXG]LH PRJĿSUDFRZDŇ]DUyZQRZVXEV\GLRZDQ\FKMDNLNRPHUF\MQ\FKVHNWRUDFK DUW\VW\F]Q\FKJG\ĄRE\ZDWHOHLNRQVXPHQFLF]HUSLĿSU]\MHPQRēŇ]HIHNWyZ SUDF\REX]QLFKQLHS\WDMĿFF]\ZLGRZLVNROXEZ\VWDZDMHVWHIHNWHPVXEV\GLyZ SDğVWZRZ\FK2EDVHNWRU\DUW\VW\F]QH NRPHUF\MQ\LWHQµQDQVRZDQ\SU]H] SDğVWZRZ]DMHPQLHVLĵZVSLHUDMĿ-RKQ +ROGHQNRPHQWDWRUNXOWXU\QDSLVDç ºVHNWRUNXOWXUDOQ\ZVSRPDJDQ\SU]H] SDğVWZRRSLHUDVLĵQDW\FKVDP\FK VLHFLDFKNRQWDNWyZNWyUHZ\NRU]\VWXMĿ VHNWRU\NUHDW\ZQH« .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK ±%,=1(62:(7Ŏ2 *2632'$5.,.5($7<:1(-¨ CZY SEKTORY KREATYWNE 1$35$:Ķ7$.%$5'=2 5Åú1,ŀ6,Ķ2'32=267$Ŏ<&+ 6(.725Å:*2632'$5.," &KDUDNWHU\VW\NDVHNWRUyZNUHDW\ZQ\FK 3RPLPRGXĄHJRQDFLVNXMDNLNçDG]LHVLĵ QDNUHDW\ZQRēŇLQG\ZLGXDOQĿEçĵGHP E\çRE\]DNçDGDŇĄHG\QDPLNDVHNWRUD NUHDW\ZQHJR]DOHĄ\MHG\QLHRGSRMHG\QF]\FKKDQGORZFyZF]\PLNURSU]HGVLĵELRUVWZ3U]\NUHDW\ZQ\FKµUP G]LDçDMĿF\FKZ:LHONLHM%U\WDQLL REURWXSU]\SDGDQDMHG\QLH]QLFK 0yZLVLĵF]DVDPLĄHV\OZHWNDVHNWRUyZ NUHDW\ZQ\FKSU]\SRPLQDNOHSV\GUĵQD MHGQ\PNRğFX]QDMGXMHVLĵEDUG]RGXĄR EDUG]RPDç\FKµUPQDGUXJLP¨QLHZLHONDOLF]EDGXĄ\FKµUPDQDēURGNX ¨EDUG]RQLHZLHONDOLF]EDµUPēUHGQLHM ZLHONRēFL:LĵNV]HµUP\]GHF\GRZDQLH NRQFHQWUXMĿVLĵQDMHGQHMF]ĵēFLçDğFXFKDZDUWRēFL¨G\VWU\EXFMLQDWRPLDVW PDçHLPLNURRNXSXMĿSRF]ĿWHNçDğFXFKD GRVWDZ¨SUDFĵNUHDW\ZQĿ W raporcie London Business SchoRORGQRWRZDQRºG\VWU\EXWRU]\WUHēFL VWXGLDZ\WZyUQLHSç\WRZHZ\GDZF\VĿ ZLĵNVLLVLOQLHMVLRGWZyUFyZW\FKWUHēFL 7RSRZRGXMHĄHG\VWU\EXWRU]\]DJDUQLDMĿ ZLĵNV]ĿF]ĵēŇSU]\FKRGXJHQHURZDQHJR SU]H]WZyUFyZWUHēFL«7RFRMHVWIDNWHP ZSU]\SDGNX:LHONLHM%U\WDQLLSU]HNçDGD VLĵQDFDçĿJOREDOQĿJRVSRGDUNĵNUHDW\ZQĿ3RWZLHUG]DWRUDSRUW81&7$' pt. Creative (Fonomy z 2008 roku. SU]\FKRGyZ]HVSU]HGDĄ\PX]\NL Z(XURSLHZFLĿĄWUDµDGRF]WHUHFKµUP *DUVWNDµUPGRPLQXMHJOREDOQĿG\VWU\EXFMĵQDZDUW\PPLOLDUG\GRODUyZU\QNX LQWHUDNW\ZQ\FKJLHUYLGHR &KRFLDĄWDQLHUyZQRZDJDSRG Z]JOĵGHPUR]PLDUXPRĄHGODPDç\FK µUPVWZDU]DŇRF]\ZLVWHSUREOHP\ SRGF]DVQHJRFMDFMLXF]FLZ\FKZDUXQNyZ KDQGORZ\FK]ZLĵNV]\PLLVLOQLHMV]\PL SDUWQHUDPLPRĄHRQDUyZQLHĄRWZRU]\Ň SU]HGQLPLOHSV]HPRĄOLZRēFL]GRE\ZDQLD U\QNyZLUR]ZLMDQLDVWUDWHJLLZ]URVWX 5DSRUW;,NRQIHUHQFML81&7$'NWyUD RGE\çDVLĵZ6DR3DRORZURNX SRGNUHēODĄHºVNRPSOLNRZDQHçDğFXFK\ ZDUWRēFLRWZLHUDMĿSU]HGNUDMDPLUR]ZLMDMĿF\PLVLĵZLHOHPRĄOLZRēFLGRçĿF]HQLD GRPLĵG]\QDURGRZ\FKVLHFLSURGXNFML« 1DSU]\NçDGZ'ROLQLH.U]HPRZHM Z.DOLIRUQLLREHFQRēŇZLHONLFKJOREDOQ\FKµUPWDNLFKMDN*RRJOHSREXG]LçD UR]ZyMLQQ\FKµUPNWyUHSRWUDµĿ]GRE\Ň LZ\NRU]\VWDŇ:,Z\WZRU]RQĿQDQLĄV]\FK SR]LRPDFKçDğFXFKDSURGXNFML7\P VSRVREHP'ROLQD.U]HPRZDXGRZRGQLçD ĄHMHVWV]F]HJyOQLHSçRGQ\PēURGRZLVNLHPZNWyU\PPDçHNUHDW\ZQHµUP\ PRJĿURVQĿŇ ::LHONLHM%U\WDQLLJG]LHG]LDçD QLHZLHOHZLHONLFKµUPNUHDW\ZQ\FK .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 6.1. CHANNEL 4 TELEVISION ::LHONLHM%U\WDQLLU]ĿG]DMĿçVLĵSUREOHPHPDV\PHWULLVNDOLVHNWRUDWHOHZL]\MQHJR ¨E\çDWRRU\JLQDOQDDSU]\W\P]DNRğF]RQDSRZRG]HQLHPLQWHUZHQFMDSDğVWZD :URNXQDPRF\XVWDZ\SRZVWDçDEU\W\MVNDVWDFMDWHOHZL]\MQD&KDQQHO 0LDçDRQDVWDQRZLŇSDğVWZRZĿSODWIRUPĵGODPDç\FKQLH]DOHĄQ\FKSURGXFHQWyZ WHOHZL]\MQ\FKNWyU]\XVNDUĄDOLVLĵĄHJçyZQLQDGDZF\EORNXMĿLPGRVWĵSGRU\QNX LIDZRU\]XMĿZçDVQH]HVSRç\SURGXNF\MQH1RZ\NDQDç]QDNRPLFLHSREXG]LçEU\W\MVNĿWHOHZL]MĵFRVSRZRGRZDçRZSURZDG]HQLHNROHMQHM]PLDQ\OHJLVODF\MQHMZP\ēO NWyUHMZV]\VF\JçyZQLQDGDZF\QD]LHPQLZçĿF]DMĿF%%&SRZLQQL]DPDZLDŇPLQLPXPSURJUDPyZXQLH]DOHĄQ\FKGRVWDZFyZ:HIHNFLHW\FKGZyFKLQLFMDW\Z EU\W\MVNLQLH]DOHĄQ\VHNWRUSURGXNFMLWHOHZL]\MQHM]DF]ĿçRGQRVLŇQDMZLĵNV]HVXNFHV\ZNRQWHNēFLHKDQGORZ\PLNUHDW\ZQ\PQDēZLHFLHDMHJRURF]QHSU]\FKRG\ ]HNVSRUWXRVLĿJQĵç\RNRçRPLOLDUGIXQWyZ1LHNWyUH]W\FKPDç\FKQLH]DOHĄQ\FK µUPVWDç\VLĵJçyZQ\PLJUDF]DPLQDPLĵG]\QDURGRZ\PU\QNXPHGLyZ GRPLQXMHQDVWĵSXMĿF\Z]RU]HFG]LDçDQLD GXĄDOLF]EDPDç\FKµUPSRMDZLDVLĵ L]QLNDJG\ĄQLHXGDMHVLĵLPXURVQĿŇ GRēUHGQLFKUR]PLDUyZ¨W\PVDP\P SRZLHODQ\MHVWVFKHPDWºNOHSV\GU\« =DOHWĿWHJRNUyWNLHJRLEUXWDOQHJR F\NOXĄ\FLDµUPNUHDW\ZQ\FKMHVWFLĿJçH RGēZLHĄDQLHNUHDW\ZQRēFL8QLHPRĄOLZLD RQMHGQDNV\VWHPDW\F]Q\LWUZDç\UR]ZyM tego sektora. 3UREOHPNUyWNLHJRF\NOXĄ\FLD µUP\NUHDW\ZQHMXGDçRVLĵSU]H]Z\FLĵĄ\ŇEU\W\MVNLHMSURMHNWDQWFHPRG\ 6WHOOL0F&DUWQH\:URNXMHV]F]H ZSRF]ĿWNDFKLVWQLHQLDMHMµUPDRGQRWRZDçDVWUDW\ZZ\VRNRēFLPLOLRQDIXQWyZ 0RJçDRQDMHGQDNGDOHMSURZDG]LŇ G]LDçDOQRēŇG]LĵNLVZRLPSRZLĿ]DQLRP ]GRPHPPRG\*XFFLNWyU\ZVSyçSUDFĵ WĵSRVWU]HJDçMDNRPRĄOLZRēŇSRV]HU]HQLDZçDVQHMPDUNLLQLH]ZUDFDçXZDJL QDNUyWNRRNUHVRZHSUREOHP\VZRMHJR QLHZLHONLHJRGRVWDZF\2ND]DçRVLĵWR GREUĿGHF\]MĿEL]QHVRZĿZGçXJLP RNUHVLH]DUyZQRGODGRPXPRG\*XFFL MDNL6WHOOL0F&DUWQH\ 1LHUyZQRZDJDZ]DNUHVLHZLHONRēFLSURGXFHQWyZLVSU]HGDZFyZG]LDçD QDQLHNRU]\ēŇNUDMyZZNWyU\FKUR]ZLMDMĿ VLĵVHNWRU\NUHDW\ZQHDOHJG]LHQLH LVWQLHMĿZLHONLHµUP\G\VWU\EXF\MQH-HēOL ]QDF]QDF]ĵēŇSU]\FKRGyZWUDµDGR G\VWU\EXWRUDNWyUHJRVLHG]LED]QDMGXMH VLĵZLQQHMF]ĵēFLēZLDWDQLĄPLHMVFH opracowania czy wytworzenia danego SURGXNWXQLHPD]E\WGXĄHMPRW\ZDFML GRSRQRZQHJRLQZHVWRZDQLDZUR]ZLMDQLHWDOHQWXVWRMĿFHJR]DW\PSURGXNWHP :VZRLPUDSRUFLH]URNXSW Creative (Fonomy81&7$']DOHFDDE\ WZyUF\SU]HSLVyZZ]DNUHVLHZçDVQRēFL LQWHOHNWXDOQHM]DMĵOLVLĵSUREOHPHPWHM DV\PHWULLLº]DJZDUDQWRZDOLĄHLQWHUHV\ DUW\VWyZLWZyUFyZ]NUDMyZUR]ZLMDMĿF\FKVLĵEĵGĿRGSRZLHGQLRFKURQLRQH« $V\PHWULDVNDOLQDELHUDV]F]HJyOQHJR]QDF]HQLDWDPJG]LHLVWQLHMH SUREOHPWRĄVDPRēFLNXOWXURZHM:LHOX NUHDW\ZQ\FKSU]HGVLĵELRUFyZSRVWU]HJD VLHŇ:::MDNREH]SRēUHGQLNDQDç çĿF]ĿF\LFK]NOLHQWDPLSR]ZDODMĿF\ XQLNQĿŇNRQLHF]QRēFLKDQGORZDQLD ]ZLHONLPLµUPDPLG\VWU\EXF\MQ\PL NWyUHQLHZ\ND]XMĿ]DLQWHUHVRZDQLD NZHVWDPLWRĄVDPRēFLLLQWHJUDOQRēFL NXOWXURZHM&KRFLDĄRF]\ZLVWHMHVWĄH VLHŇSU]HNV]WDçFDVSRVyEZMDNLURELVLĵ G]LēLQWHUHV\WRMHGQRF]HēQLHVWDZLDRQD QDGURG]HQLH]DOHĄQ\FKSURGXFHQWyZ SHZQHSU]HV]NRG\-HGQĿ]QLFKMHVW QLHVWRVRZDçDĄDGQ\FKIRUPDOQ\FK PHWRGSODQRZDQLDLSURZDG]HQLDEL]QHVX RUD]ĄHMHGQDWU]HFLDµUPNUHDW\ZQ\FK º0DçHLĔUHGQLH3U]HGVLĵELRUVWZD«F]\OL RVLĿJDMĿF\FKREURW\SU]HNUDF]DMĿFH 063WRRNUHēOHQLHV]HURNRVWRVRZDQH PLOLRQIXQWyZQLHPLDçDXVWDORQ\FK SU]\SODQRZDQLXSROLW\NLSXEOLF]QHM ĄDGQ\FKNRQNUHWQ\FKFHOyZµQDQVRZ\FK V]F]HJyOQLHZ(XURSLH063WRµUP\ ,QQHEDGDQLHSRND]DçRĄHZ063 ]DWUXGQLDMĿFHGRSUDFRZQLNyZ NUHDW\ZQ\FKPQLHMQLĄSRçRZDPHQHGĄHLRVLĿJDMĿFHREURW\QLHSU]HNUDF]DMĿFH UyZZ\ĄV]HJRV]F]HEODPLDçD]DVREĿ PLOLRQyZ(XURURF]QLH'RJUXS\ MDNLHNROZLHNV]NROHQLDZ]DNUHVLHVWUDWHJLL 063]DOLF]DVLĵWDNĄHPLNURSU]HGVLĵELRU EL]QHVRZHM%DGDQLDSU]HSURZDG]RQH VWZR]DWUXGQLDMĿFHPQLHMQLĄRVyE ZLQQ\FKNUDMDFKZVND]XMĿQDSRGREQH RURF]Q\PREURFLHSRQLĄHMPOQ(XUR FHFK\FKDUDNWHU\]XMĿFHWHQVHNWRU 3RQLHZDĄJUXSDWDF]ĵVWRPDVZRMĿ %UDNXPLHMĵWQRēFLEL]QHVRZ\FK VSHF\µNĵZSUDNW\FHF]ĵVWRVWRVXMH R]QDF]DĄHNUHDW\ZQLSU]HGVLĵELRUF\ VLĵRNUHēOHQLHº0LNUR0DçHLĔUHGQLH PRJĿZ\GDŇVLĵPDçRSU]HNRQXMĿF\ 3U]HGVLĵELRUVWZD«F]\OL0063 JG\EĵGĿVWDUDOLVLĵSR]\VNDŇNDSLWDç NZHVWLDZLGRF]QRēFL:VXPLHFLĿJOHQLH QDLQZHVW\FMH:UDSRUFLHSU]HSURZDZLDGRPRMDNGRNRğFDG]LDçDWHQQRZ\ G]RQ\PZURNXSU]H]EU\W\MVNLH SDUDG\JPDWEL]QHVRZ\LMDNEĵG]LHVLĵ PLQLVWHUVWZRµQDQVyZVWZLHUG]RQR RQUR]ZLMDçº-DN]DURELŇRQOLQH"«¨WR ĄHZLHOXPDç\PµUPRPNUHDW\ZQ\P S\WDQLHVç\V]\VLĵQDNDĄG\P]HēZLDºEUDNXMHXPLHMĵWQRēFLNRQLHF]Q\FKGR WRZ\FKU\QNyZLEĵG]LHRQRSRZUDFDŇ RSUDFRZDQLDWDNLHMSURSR]\FMLEL]QHVRMHV]F]HSU]H]ZLHOHODW ZHMNWyUDSU]\FLĿJQĵçDE\]HZQĵWU]Q\FK LQZHVWRUyZ« ,QQRZDF\MQHPHWRG\SUDF\ %DUG]RLVWRWQHMHVWWDNĄH]UR'ODZLHOXNUHDW\ZQ\FKSU]HGVLĵELRUFyZ ]XPLHQLHFKDUDNWHUXXPLHMĵWQRēFL MDNRēŇLDXWHQW\F]QRēŇWHJRFRURELĿMHVW biznesowych poszukiwanych przez UyZQLHZDĄQDFRVXNFHVNRPHUF\MQ\,FK sektor kreatywny.5]ĿGRZHRUJDQL]DFMH WDOHQWLSDVMDNRQFHQWUXMĿVLĵQDWZRU]HZVSLHUDMĿFHSU]HGVLĵELRUFyZLLQVW\WXFMH QLXQLHQDVSU]HGDĄ\*G\RGQRV]ĿRQL RēZLDWRZHEĵGĿVLĵUDF]HMNRQFHQWURZDŇ VXNFHVNRPHUF\MQ\RND]XMHVLĵĄHPRJĿ QDNRQZHQFMRQDOQ\PSRGHMēFLXGRIXQNF]XŇVLĵRGFLĿJDQLRGVZRLFKJçyZQ\FK FMRQRZDQLDJRVSRGDUNLQLĄQDVSHUVRQD]DMĵŇNUHDW\ZQ\FKQDU]HF]]DU]ĿG]DQLD lizowanych sieciach i niszowych rynkach µUPĿQDF]\PVLĵQLH]QDMĿLFRLFKQLH charakterystycznych dla gospodarki LQWHUHVXMH-HVWWRMHGHQ]SRZRGyZGOD NUHDW\ZQHM NWyU\FKZLHOHPDç\FKµUPNUHDW\ZQ\FK &\NOĄ\FLDZLHOXPDç\FKµUP F]ĵVWRRNUHēODVLĵMDNRºµUP\OLIHVW\ORZH« NUHDW\ZQ\FKUyĄQLVLĵRGF\NOXĄ\FLD ¨F]\OLWDNLHNWyUHVĿZ\UD]HPRVRERZRµUPWUDG\F\MQ\FK7UZDMĿFHODW ēFLL]DLQWHUHVRZDğZçDēFLFLHODZSU]H¨EDGDQLHREVHUZDF\MQH FLZLHğVWZLHGRµUPNWyU\FKJçyZQ\P SU]HSURZDG]RQHZ:LHONLHM%U\WDQLL FHOHPMHVWUR]ZyMLJHQHURZDQLH]\VNyZ Z\ND]DçRĄHZ]URVWNWyU\RGQRBadanie przeprowadzone w 2006 WRZDç\µUP\NUHDW\ZQHE\ç]DVçXJĿ URNXZ:LHONLHM%U\WDQLLSU]H]RUJDQL]DFMĵ µUPGRSLHURUR]SRF]\QDMĿF\FKVZRMĿ 1(67$Z\ND]DçRĄHMHGQDWU]HFLDPDç\FK G]LDçDOQRēŇLGRNRQDçVLĵZSLHUZV]\P LēUHGQLFKSU]HGVLĵELRUVWZNUHDW\ZQ\FK MHMURNXRUD]ĄHMHGQDWU]HFLDQRZ\FK 6.2 MSP .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK µUPQLHXWU]\PDçDVLĵQDU\QNXGçXĄHM QLĄODWDZVNDąQLNLEDUG]RSRGREQHGR SROVNLFKQS3$53¨SU]\S5.DVSU]DN 7RRGNU\FLHPDGXĄH]QDF]HQLHJG\Ą ]QDF]QDF]ĵēŇZVSDUFLDNWyUHJRU]ĿG EU\W\MVNLXG]LHODµUPRPVNXSLDçDVLĵ LQDGDOVLĵVNXSLDQDµUPDFKVWDZLDMĿcych na rynku pierwsze kroki. Badanie REVHUZDF\MQHZ\ND]DçRĄHNZHVWLĿ LVWRWQLHMV]Ŀ]SXQNWXZLG]HQLDSROLW\NL SXEOLF]QHMPRĄHE\Ň]QDOH]LHQLHVSRVREX QDXPRĄOLZLHQLHQRZ\PµUPRPZ\MēFLD SR]DSRF]ĿWNRZĿID]ĵG]LDçDOQRēFL LZHMēFLDQDēFLHĄNĵWUZDçHJRUR]ZRMX poprzez opracowanie solidnych strategii LQZHVW\F\MQ\FKLēUHGQLRWHUPLQRZ\FK SODQyZEL]QHVRZ\FK 3UDZGĿMHVWMHGQDNWDNĄHWRĄH ZLHOXSU]HGVLĵELRUFyZNUHDW\ZQ\FK ]DNçDGDµUP\EH]QDMPQLHMV]HJR]DPLDUX QDGDQLDVZRMHMG]LDçDOQRēFLFKDUDNWHUX GçXJRWHUPLQRZHJR)LOPRZF\QDSU]\NçDGF]ĵVWR]DNçDGDMĿW]ZVSyçNLFHORZH [ang. SpeFiaO PXrpose 9ehiFOes ² SP9s@ NWyUHIXQNFMRQXMĿMHG\QLHZWUDNFLH SURGXNFMLMHGQHJRµOPXLUR]ZLĿ]XMĿVLĵ SRMHM]DNRğF]HQLX:SU]\SDGNXVHNWRUyZNUHDW\ZQ\FKVDPRSU]HGVLĵZ]LĵFLH MHVWF]ĵVWRPQLHMZDĄQHQLĄRVRE\NWyUH SU]\QLPSUDFXMĿLēURGRZLVNRZNWyU\P RQHG]LDçDMĿ2JyOQ\HNRV\VWHPPD ZLĵNV]H]QDF]HQLHQLĄSRMHG\QF]DµUPD 7RMHGHQ]SRZRGyZGODNWyU\FKNODVWU\ PLDVWLG]LHOQLFVĿWDNZDĄQHGODWUZDçHJR UR]ZRMXJRVSRGDUNLNUHDW\ZQHM 3DWULFN0F.HQQD]DçRĄ\FLHO LSUH]HV,QJHQLRXV0HGLDMHGQHM]QDMZLĵNV]\FKQDēZLHFLHµUPLQZHVWXMĿF\FK ZPHGLDXZDĄDĄHºPXVLP\]QDOHąŇ QRZHVSRVRE\]DFKĵFDQLDRVyESRVLDGDMĿF\FKWDOHQW\EL]QHVRZHLNUHDW\ZQH GRZVSyçSUDF\ZFHOX]EXGRZDQLD NUHDW\ZQ\FKµUPSU]\V]çRēFL«&KRFLDĄ WDNDZVSyçSUDFDZGXĄHMPLHU]HEĵG]LH SURPRZDQDSU]H]U\QHNSROLW\NDSXEOLF]QDPRĄHSRPyFRVRERPNUHDW\ZQ\P LOXG]LRPPDMĿF\PWDOHQWGREL]QHVX OHSLHMVLĵSRUR]XPLHŇ1DSUDZGĵQLHZLHOH RVyEçĿF]\ZVRELHRELHWHXPLHMĵWQRēFL :UDSRUFLHRUJDQL]DFML1(67$ z 2006 roku pt. Creating Growth: how the 8K Fan deveOop worOdFOass Freative bXsinesses [Generowanie wzrostu ¨ZMDNLVSRVyE:LHOND%U\WDQLDPRĄH UR]ZLMDŇēZLDWRZHMNODV\µUP\NUHDW\ZQH@ Z\UyĄQLRQRºWU]\NOXF]RZHSUREOHP\« µUPNUHDW\ZQ\FK ¨ ºQLHZLHONLHUR]PLDU\ZLĵNV]RēFLµUP ¨ EDULHU\ZGRVWĵSLHGRU\QNyZ ¨ EUDNLQQRZDFMLXPRĄOLZLDMĿF\FKUDG]HQLHVRELH]H]PLDQDPLVWUXNWXUDOQ\PL ]DFKRG]ĿF\PLZW\FKVHNWRUDFK« W odniesieniu do trzeciego z tych SUREOHPyZ¨EUDNXLQQRZDFML¨UDSRUW SRGNUHēOLçĄHµUP\NUHDW\ZQHPXV]Ŀ º]GRE\ZDŇQRZHU\QNLLSU]\FLĿJDŇ QRZ\FKNOLHQWyZZ\NRU]\VWXMĿFXPLHMĵWQRēFLL]DVRE\UR]ZLQLĵWHQDGRW\FKF]DVRZ\FKU\QNDFK«RUD]ºZ\NRU]\VW\ZDŇ WHFKQRORJLHF\IURZHGRG\VWU\EXFMLDE\ REHMēŇWUDG\F\MQHPRGHOHG\VWU\EXFML LSU]HMēŇRGSURGXNRZDQLDGRSRVLDGDQLD ZçDVQRēFLLQWHOHNWXDOQHM« :V]\VWNLHSRZ\ĄV]HEDGDQLDVXJHUXMĿĄHVNXWHF]QRēŇGRUDG]WZDEL]QHVRZHJRLZVSDUFLDGODµUPNUHDW\ZQ\FK ]DOHĄ\RGWHJRF]\PDRQRFKDUDNWHU LQG\ZLGXDOQ\RSLHUDVLĵQDGRēZLDGF]HQLXLF]\UHDJXMHQD]PLHQLDMĿFHVLĵ RF]HNLZDQLDLZ\PDJDQLD5]ĿG\LV]NRç\ EL]QHVXQDFDç\PēZLHFLHPXV]ĿVLĵMHV]F]HZLHOHQDXF]\ŇZ]DNUHVLHVçXĄHQLD RE\ZDWHORPMDNQDMOHSV]\PZVSDUFLHP 7\PF]DVHPZLHOXNUHDW\ZQ\FKSU]HGVLĵELRUFyZXZDĄDĄHQDMEDUG]LHMSUDNW\F]QH LFHQQHSRUDG\SRFKRG]ĿRGLFKZVSyçSUDFRZQLNyZLNROHJyZSRIDFKX ±%,=1(62:(7Ŏ2 *2632'$5.,.5($7<:1(- ¨:-$.,6326Å%Ĕ:,$7 CYFROWY I SEKTORY .5($7<:1(52=:,-$-ŀ12:( 0(72'<35$&<" 1RZHIRUP\ZVSDUFLDGODEL]QHVX -HGQĿ]QDMLVWRWQLHMV]\FKFHFKVHNWRUyZ NUHDW\ZQ\FKMHVWWRĄHRVRE\µ]\F]QH LµUP\ZVSyçSUDFXMĿ]HVREĿSUDZLHWDN VDPRLQWHQV\ZQLHMDN]HVREĿNRQNXUXMĿ $OH[*UDKDPSUH]HV:DOOWR:DOOMHGQHM ]QDMOHSV]\FKQLH]DOHĄQ\FKµUP]DMPXMĿF\FKVLĵSURGXNFMĿWHOHZL]\MQĿXZDĄD ĄHºZJRVSRGDUFHF\IURZHMFKRG]LUDF]HM RZVSyçSUDFĵDQLHRKLHUDUFKLĵ«7D ZVSyçSUDFDPRĄHSU]HNURF]\ŇJUDQLFH MHGQHMµUP\LSRçĿF]\ŇZVSyçSUDFRZQLNyZLNRQNXUHQWyZ0RĄOLZRēŇQLHIRUPDOQ\FKVSRWNDğZNOXEDFKLEDUG]LHMRµFMDOQ\FK]HEUDğZēURGRZLVNX]DZRGRZ\P RQOLQHOXERI¶LQHWZRU]\NOLPDWZNWyU\P ]DFLHUDVLĵJUDQLFDSRPLĵG]\WRZDU]\VNĿ Z\PLDQĿGRēZLDGF]HğLXG]LHODQLHP SURIHVMRQDOQHJRZVSDUFLD*G\WHFKQRORJLHNUHDW\ZQHUR]ZLĿ]DQLDL]DFKRZDQLD NRQVXPHQWyZ]PLHQLDMĿVLĵZV]\ENLP WHPSLHWDNLHVLHFLNRQWDNWyZ]DSHZQLDMĿ GRUDG]WZRLZVSDUFLHSU]\QDMPQLHMWDN VDPRFHQQHMDNWRRIHURZDQHSRGF]DV VSHFMDOLVW\F]Q\FKNXUVyZF]\V]NROHğ %U\W\MVNLHNRQRPLVWD$QG\3UDWWSRGNUHēODĄHNUHDW\ZQLSU]HGVLĵELRUF\PXV]Ŀ VSRW\NDŇVLĵLZ\PLHQLDŇPLĵG]\VREĿ LQIRUPDFMDPLLSRUDGDPLDE\E\ŇQD ELHĄĿFR]UR]ZLMDMĿF\PLVLĵZV]\ENLP WHPSLHLGHDPL:HGçXJQLHJRºQLHFKRG]L MXĄRWRĄHE\G]LDçDŇV]\ENRDOHĄHE\ G]LDçDŇZRGSRZLHGQLPPRPHQFLH QLHZLHONLHRSyąQLHQLHWDNMDNLG]LDçDQLH SU]HGZF]HVQHZJRVSRGDUFHNUHDW\ZQHM R]QDF]DēPLHUŇ« :LHOHPDç\FKµUPNUHDW\ZQ\FK G]LDçDZRSDUFLXRW\PF]DVRZHDOLDQVH ]LQQ\PLµUPDPLF]DVDPLPDMĿF\PL VZRMHVLHG]LE\QDGUXJLPNRğFXēZLDWD &KDUDNWHULFKSUDF\LGRVWĵSGRV]\ENLHJRV]HURNRSDVPRZHJR,QWHUQHWX R]QDF]DĄHPRJĿRQHURELŇWRFRZVWDU\PPRGHOXJRVSRGDUNLE\çRGRVWĵSQH MHG\QLHGODZLHONLFKµUP]DWUXGQLDMĿF\FK U]HV]HVSHFMDOLVWyZDPLDQRZLFLH ]DZLĿ]\ZDŇDOLDQVHPLĵG]\QDURGRZH :QRZ\PēZLHFLHJRVSRGDUNLNUHDW\ZQHM QDZHWSRMHG\QF]\SU]HGVLĵELRUF\PRJĿ ZVSyçSUDFRZDŇ]RVREDPLF]\µUPDPL ]QDMGXMĿF\PLVLĵQDUyĄQ\FKNRQW\QHQWDFK)DNWĄHZLĵNV]DF]ĵēŇLFKSUDF\ RSLHUDVLĵQD]DXIDQLXLSRGWU]\P\ZDQLX Z]DMHPQ\FKUHODFMLR]QDF]DĄHSURMHNW\ PRĄQDUHDOL]RZDŇV]\EFLHMRJUDQLF]DMĿF GRPLQLPXPIRUPDOQRēFLLELXURNUDFMĵ .OLHQFLVWDMĿVLĵF]ĵēFLĿµUP\ ,QWHUDNW\ZQRēŇZ,QWHUQHFLHR]QDF]DĄH NRQVXPHQFLLRSLQLDSXEOLF]QDMDNUyZQLHĄSU]HGVLĵELRUF\PRJĿZ\PLHQLDŇVLĵ FHQQ\PLXZDJDPLLSU]HGVWDZLDŇVZRMH .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK RSLQLHµUPRPNUHDW\ZQ\P:VZRMHM NVLĿĄFHSW:hat woXOd GoogOe do" [Co QDWR*RRJOH"@-HII-DUYLVRSLVXMHMHGQĿ ]JçyZQ\FKµOR]RµLVWRVRZDQ\FKSU]H] WĵµUPĵMDNRºXPRĄOLZLHQLHNOLHQWRP ZVSyçSUDF\]WREĿSRGF]DVWZRU]HQLD LG\VWU\EXFMLSURGXNWXDNFMLPDUNHWLQJRZ\FKLSRPRF\SRVSU]HGDĄRZHM«-HGQĿ ]QDMEDUG]LHMUDG\NDOQ\FK]PLDQMDNĿ ZSURZDG]D,QWHUQHWWR]PLDQDZUHODFML SRPLĵG]\SURGXFHQWHPDNRQVXPHQWHPD]DSRF]ĿWNRZDç\MĿZçDēQLHµUP\ kreatywne. Przez ostatnie sto lat podstaZRZ\PSDUDG\JPDWHPPDUNHWLQJXE\çR GRSURZDG]HQLHGRV\WXDFMLZNWyUHMRSLQLDSXEOLF]QDQDELHUD]DXIDQLDGRµUP\ RGNWyUHMNXSXMH:ēZLHFLH,QWHUQHWX UROHVLĵRGZUyFLç\WRµUP\VSU]HGDMĿFH VZRMHSURGXNW\OXEXVçXJLPXV]Ŀ]DXIDŇ NRQVXPHQWRPNWyU\PWHSURGXNW\ LXVçXJLVSU]HGDMĿ'RVNRQDOH]GDMH VRELH]WHJRVSUDZĵ*RRJOH1DMEDUG]LHM LQQRZDF\MQHSU]\NçDG\WHJRSRGHMēFLD PRĄQD]QDOHąŇZēZLHFLHJLHUZLGHR JG]LHµUP\]DFKĵFDMĿVZRLFKNOLHQWyZGR WHVWRZDQLDJLHUEĵGĿF\FKFLĿJOHZID]LH UR]ZRMX]NWyU\FKQLHXVXQLĵWRMHV]F]H ZV]\VWNLFKEçĵGyZWHFKQLF]Q\FKF]\ Z]DNUHVLHIDEXç\$QJDĄRZDQLHNOLHQWyZ ZSUDFĵQDGJUĿF]\QL]QLFKSDUWQHUyZ LZVSyçWZyUFyZDSU]\RND]ML]PQLHMV]D Z\GDWNLQDEDGDQLDLUR]ZyM W listopadzie 2009 roku podczas NRQIHUHQFMLPDUNHWLQJRZHM(XURSHMVNLHM 8QLL1DGDZFyZ3HWHU&RZOH\SLDVWXMĿF\VWDQRZLVNR+HDGRI,QWHUDFWLYH ZPLĵG]\QDURGRZHMµUPLHPHGLDOQHM (QGHPRONRPHQWXMĿFVSDGHNRJOĿGDOQRēFLSURJUDPyZLQIRUPDF\MQ\FK SRZLHG]LDçĄHºREHFQLHOXG]LHEDUG]LHM XIDMĿVZRLP]QDMRP\PQLĄSUH]HQWHURP ZLDGRPRēFL«:\MDēQLçRQĄHMHVWWR NRQVHNZHQFMĿQDV]HMLQWHUDNW\ZQRēFL w Internecie, gdzie na portalach spoçHF]QRēFLRZ\FKLEORJDFKXĄ\WNRZQLF\ QLHXVWDQQLHNRPHQWXMĿZ\GDU]HQLD 50 ]HēZLDWDZVSRVyENWyU\Z\GDMHVLĵ EDUG]LHMºSUDZG]LZ\«LX]DVDGQLRQ\ QLĄSRJOĿG\SUH]HQWRZDQHSU]H] ]DZRGRZ\FKNRPHQWDWRUyZ7HQQRZ\ VFHSW\F\]PZVWRVXQNXGRPHGLyZ NWyU\ZZLHOXNUDMDFKREMDZLDVLĵUyZQLH VLOQ\PVFHSW\F\]PHPZVWRVXQNXGR U]ĿGXLEL]QHVXWZRU]\QRZĿºKLHUDUFKLĵ ZSç\ZyZ«ZēZLHFLHLQWHUQHWRZ\PNWyUD GRJçĵEQLH]PLHQLDVSRVyEIXQNFMRQRZDQLDU\QNyZº3RF]WDSDQWR¶RZD«VWDMHVLĵ QDMEDUG]LHMVNXWHF]QĿL]DXIDQĿUHNODPĿ DZ\NRU]\VWDQLHZVSyOQHMPĿGURēFL ludzi, czyli tzw. FrowdsoXrFing [czerpanie ]WçXPX@SR]ZDODµUPRPQDMVNXWHF]QLHM XF]\ŇVLĵQDEçĵGDFK]PLHQLDŇLUR]ZLMDŇCrowdsoXrFingSR]ZDOD]ZLĵNV]\Ň ZDUWRēŇSURGXNWXF]\XVçXJLL]DFKĵFD µUP\GRSRVWU]HJDQLDNRQVXPHQWyZ MDNRRGUĵEQ\FKOXG]LDQLHMDNRMHGQROLWĿ PDVĵ=NRPHUF\MQHJRSXQNWXZLG]HQLD PDWRGXĄ\VHQVZJRVSRGDUFHZNWyUHM QRUPĿVĿSURGXNW\VSHUVRQDOL]RZDQH DQLHPDVRZH 1LFOHSLHMQLHJZDUDQWXMHVXNFHVXQLĄ klapa :SU]HV]çRēFLµUP\URELç\ZV]\VWNRFR ZLFKPRF\ĄHE\SU]HWHVWRZDŇSURGXNW MHV]F]H]DQLPSRMDZLçVLĵRQQDU\QNX :ēZLHFLHF\IURZ\PWRVDPU\QHNVWDMH VLĵQDMOHSV]\PODERUDWRULXPGRWHVWyZ 2SçDFDOQHPRĄHRND]DŇVLĵZ\SXV]F]HQLHQDU\QHNZVWĵSQHMZHUVMLSURGXNWX [ang. soIt OaXnFh@NWyU\MHVWXNRğF]RQ\ ZLSR]ZROLŇNRQVXPHQWRPDE\ QDGDOLPXRVWDWHF]Q\NV]WDçW3URFHV WZRU]HQLDLUR]ZLMDQLDSURGXNWXF]\ XVçXJLVWDMHVLĵLQWHUDNW\ZQ\SURGXNW QLJG\QLHMHVWºVNRğF]RQ\«JG\ĄPRĄH E\ŇZQLHVNRğF]RQRēŇSU]HNV]WDçFDQ\ dopracowywany i dostosowywany GR]PLHQLDMĿFHJRVLĵSRS\WX:LHOX NUHDW\ZQ\FKSU]HGVLĵELRUFyZZēZLHFLH F\IURZ\PSRVçXJXMHVLĵQDVWĵSXMĿF\P PRWWHPºSRUDĄNLPRĄQDSRQRVLŇF]ĵVWR RLOHURELVLĵWRWDQLPNRV]WHP«1DZHW MHēOLSRUDĄNLSU]\WUDµDMĿVLĵF]ĵVWRWR SR]ZDODMĿRQHQDFLĿJçHEDGDQLHUHDNFML NRQVXPHQWyZFRMHVWOHSV]HQLĄSUyED XGRVNRQDOHQLDSURGXNWX]SRPLQLĵFLHP ich opinii. .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 51 ±&2'$/(-" 3RGF]DVMHGHQDVWHJRSRVLHG]HQLD NWyUHRGE\çRVLĵZF]HUZFXURNX Z6DR3DRORZ%UD]\OLL81&7$'Z\GDçD RēZLDGF]HQLH]DZLHUDMĿFHQDVWĵSXMĿF\ SU]HND]ºGRVNRQDçRēŇDUW\VW\F]QHJR Z\UD]XREµWRēŇWDOHQWXLRWZDUWRēŇQD QRZHZSç\Z\LGRēZLDGF]HQLDQLHMHVW MHG\QLHSU]\ZLOHMHPERJDW\FKNUDMyZ ']LĵNLRGSRZLHGQLPVWDUDQLRPWHąUyGçD NUHDW\ZQRēFLPRJĿRWZRU]\ŇSU]HG NUDMDPLUR]ZLMDMĿF\PLVLĵQRZHPRĄOLZRēFLSR]ZDODMĿFH]ZLĵNV]\ŇLFKXG]LDç ZēZLDWRZ\PKDQGOXLRGNU\ŇQRZH VSRVRE\JHQHURZDQLDERJDFWZD« 5]ĿG\IDNW\F]QLHRGJU\ZDMĿSHZQĿUROĵ ZSURFHVLHUR]ZLMDQLDNUHDW\ZQRēFLDOH SUDZG]LZĿVLçĿQDSĵGRZĿJRVSRGDUNL NUHDW\ZQHMVĿNUHDW\ZQLOXG]LHDLFK ]NROHLNV]WDçWXMHNXOWXUDZNWyUHMĄ\MĿ .ZLWQĿF\VHNWRUJLHUZLGHR DQLPDFMLLPHGLyZF\IURZ\FKZ.RUHL 3RçXGQLRZHMLQG\MVNLVHNWRURSURJUDPRZDQLDNWyU\ZODWSRWURLçVZRMĿ ZDUWRēŇ]PLDQDSXQNWXFLĵĄNRēFL ZJRVSRGDUFHFKLğVNLHMSRW\PMDNU]ĿG ]DF]\QDVWDZLDŇEDUG]LHMQDSURGXNW\ º'HVLJQHGLQ&KLQD«>=DSURMHNWRZDQH Z&KLQDFK@QLĄQDSURGXNW\º0DGHLQ &KLQD«VHNWRUPX]\F]Q\LWHOHZL]\MQ\ Z%UD]\OLLUHNODPDLPHGLDZ7DMODQGLL i Singapurze – wszystkie te szybko UR]ZLMDMĿFHVLĵJDçĵ]LHJRVSRGDUNLVĿ ēZLDGHFWZHPGRVNRQDçHJRSRçĿF]HQLD LQG\ZLGXDOQHMNUHDW\ZQRēFLG]LHG]LFWZD NXOWXURZHJRLSROLW\NLSXEOLF]QHM :PLDUĵMDNREQLĄDMĿVLĵNRV]W\ WHFKQRORJLLF\IURZ\FKG]LĵNLF]HPX PDMĿGRQLFKGRVWĵSZV]\VWNLHVSRçHF]QRēFLQDēZLHFLHJRVSRGDUNRPLVSRçHF]HğVWZRPMHV]F]HçDWZLHM]G\VWDQVRZDŇ VLĵRGWUDG\F\MQHJRPRGHOXUR]ZRMX gospodarczego. 8QLNDOQHSRçĿF]HQLHHOHPHQWyZ NXOWXUDOQ\FKLNRPHUF\MQ\FKSRZRGXMH ĄHJRVSRGDUNDNUHDW\ZQDMHVWSHçQD SDUDGRNVyZ:HąP\MDNRSU]\NçDG *RRJOHDL:LNLSHGLĵGZyFKQDMZLĵNV]\FKJUDF]\ZG]LVLHMV]\P,QWHUQHFLH 0DMĿWHN*RRJOHDMHVWZLĵNV]\RG PDMĿWNXZLHOXNUDMyZDµUPDPDZVZRLP SRVLDGDQLX]QDF]QĿF]ĵēŇēZLDWRZ\FK ]DVREyZZLHG]\&Dç\F]DVSR]RVWDMH RQDSU\ZDWQĿµUPĿNWyUDRGSRZLDGD Z\çĿF]QLHSU]HGVZRLPLZçDēFLFLHODPL 1DWRPLDVW:LNLSHGLDWRVWZRU]RQ\SU]H] XĄ\WNRZQLNyZSRUWDOZLHG]\NWyU\FLĿJOH VLĵUR]ZLMDL]PLHQLDSU]\F]\PIDNW\F]Q\FKSUDFRZQLNyZ]DWUXGQLRQ\FKSU]\ W\PSURMHNFLHMHVWMHG\QLHJDUVWND =DUyZQR*RRJOHMDNL:LNLSHGLDWR SURGXNW\WHFKQRORJLLNWyUD]PLHQLDēZLDW 2EDVĿSU]HMDZDPLJOREDOQHMNXOWXU\ 2EDVĿV\PERODPLNUHDW\ZQHMJRVSRGDUNL6WDZLDMĿQRZHS\WDQLDFROXENWR QDSĵG]DNUHDW\ZQĿJRVSRGDUNĵ"NWR EĵG]LHF]HUSDŇ]QLHMNRU]\ēFLZPLDUĵ MDNEĵG]LHRQD]\VNLZDŇQD]QDF]HQLX" F]\EĵG]LHRQDRGUD]XZLHONĿVLçĿ" F]\PRĄHQRZHVSRVRE\SUDF\QRZH SURGXNW\LXVçXJLEĵGĿJHQHURZDŇQRZ\ HNRQRPLF]Q\LNXOWXUDOQ\SRU]ĿGHN NWyU\EĵG]LHRG]ZLHUFLHGODçZçĿF]DMĿF\ LZ]DMHPQ\FKDUDNWHUVLHFL:::]DPLDVW NRUSRUDF\MQHJRSDUDG\JPDWXGRPLQXMĿFHJRZJRVSRGDUFHēZLDWRZHMSU]H] RVWDWQLFKODW" .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 53 8.1 NIGERIA 1LJHU\MVNLSU]HP\VçµOPRZ\¨º1ROO\ZRRG«¨WDNSUĵĄQLHUR]ZLMDçVLĵRG VZRMHJRGHELXWXZODWDFKVLHGHPG]LHVLĿW\FKĄH]DMĿçWU]HFLHPLHMVFHQD ēZLHFLHSU]\JRWRZXMĿFSRQDG SURGXNFMLURF]QLHDMHJRV]DFRZDQD ZDUWRēŇWRPOGGRODUyZ:]ZLĿ]NX ]W\PĄHNLQDZ1LJHULLQLHVĿZQDMOHSV]\PVWDQLHµOPRZF\VNRQFHQWURZDOLVLĵ QDSURGXNRZDQLXµOPyZYLGHRNWyUHVĿ VSU]HGDZDQHOXEZ\SRĄ\F]DQHZSRQDG W\VNOXEyZ]DWUXGQLDMĿF\FK G]LHVLĿWNLW\VLĵF\OXG]L3U]HP\VçµOPRZ\ QDSĵG]DSUDFHU]ĿGXQLJHU\MVNLHJRQDG SURMHNWHPIXQNFMRQXMĿF\PSRGQD]ZĿ +eart oI AIriFa>6HUFH$IU\NL@NWyU\RSLV\ZDQ\MHVWMDNRºSURJUDPLQIRUPDF\MQ\ GRW\F]ĿF\]PLDQ\ZL]HUXQNX1LJHULL LVSRVREyZ]DU]ĿG]DQLDQLP« :63ÍǼ35$&$ 32Ǽ8'1,(32Ǽ8'1,( :URNXSRZVWDçD6SHFMDOQD-HGQRVWNDGV:VSyçSUDF\3RçXGQLH¨3RçXGQLHMDNRF]ĵēŇ3URJUDPX1DURGyZ =MHGQRF]RQ\FKGV5R]ZRMX0LDçDRQD QDFHOXSURPRZDQLHZVSyçSUDF\QDOLQLL SRçXGQLH¨SRçXGQLHLZVSyçG]LDçDQLD NUDMyZUR]ZLMDMĿF\FKVLĵ]JUXS\* 2GURNX-HGQRVWND6SHFMDOQD SUDFXMH]*L&KLQDPLSURPXMĿF 0LĵG]\QDURGRZH)RUXP*RVSRGDUNL .UHDW\ZQHMZUDPDFKNWyUHJRRUJDQL]RZDQRVSRWNDQLDQDFDç\PēZLHFLHZW\P Z&KLQDFKQD-DPDMFHZ5ZDQG]LH i Brazylii. 8.4 FRANCJA 8.2 BRAZYLIA 79*ORERGRFLHUD]HVZRLPLSLĵFLRPD NDQDçDPLGRRNRçRPLOLRQyZ RGELRUFyZZ$PHU\FHŎDFLğVNLHM ]DWUXGQLDSUDFRZQLNyZ LHNVSRUWXMHSURJUDP\GRNUDMyZ 3R]DGRVWDUF]DQLHPUR]U\ZNLµUPD FKFHSU]HND]\ZDŇWDNĄHDPELWQLHMV]H WUHēFLQS]DSRēUHGQLFWZHPNDQDçyZ VSRUWRZ\FKNWyUHVWDZLDMĿSU]HGVREĿ ]DGDQLHSURSDJRZDQLDZēUyGPçRG\FK %UD]\OLMF]\NyZWDNLFKZDUWRēFLMDNQDXND SRēZLĵFHQLHG\VF\SOLQDLVROLGDUQRēŇ '\UHNWRUJHQHUDOQ\µUP\PyZLĄH79 *ORERºVWDçDVLĵMHGQ\P]QDMFHQQLHMV]\FKQDU]ĵG]LRFKURQ\G]LHG]LFWZD QDURGRZHJR%UD]\OLLQLHLVWQLHMĿ JUDQLFHZLHG]\NWyU\FKQLHPRĄQDE\ SU]HNURF]\ŇZWHOHZL]MLLVWQLHMHW\ONR Z\]ZDQLHSU]HND]DQLDVNRPSOLNRZDQ\FK ]DJDGQLHğZGRVWĵSQ\DOHQLHSRZLHU]FKRZQ\VSRVyE« 8QLZHUV\WHW3DU\VNLSU]HSURZDG]Lç EDGDQLDDE\XVWDOLŇHNRQRPLF]QĿ ZDUWRēŇQDMZDĄQLHMV]\FKPX]HyZ IUDQFXVNLHMVWROLF\.DĄGHJRWXU\VWĵ NWyU\RGZLHG]LçWU]\OXEZLĵFHMPX]HyZ RNUHēORQRMDNRºWXU\VWĵQDVWDZLRQHJR QD]ZLHG]DQLHPX]HyZ«2V]DFRZDQR ĄHZURNXPLDVWRRGZLHG]LçR RGGRPLOLRQyZºWXU\VWyZ QDVWDZLRQ\FKQD]ZLHG]DQLHPX]HyZ« NWyU]\]DVLOLOLJRVSRGDUNĵ3DU\ĄDNZRWĿ ¨PLOLDUGDHXUR=DNçDGDMĿFĄH NRV]WVWZRU]HQLDMHGQHJRQRZHJRPLHMVFDSUDF\ZVHNWRU]HXVçXJWR HXURPX]HD3DU\ĄDPRJç\XWU]\PDŇ PLHMVFSUDF\ 8.5 URUGWAJ 8.7 RWANDA 0DQRVGHO8UXJXD\WRXWZRU]RQD ZURNXVSyçG]LHOQLDQRQSURµW UR]ZLMDMĿFDUĵNRG]LHçRLUREyWNLUĵF]QHZLHMVNLFKU]HPLHēOQLNyZ2EHFQLH µUPDG]LDçDZUDPDFKVLHFLREHMPXMĿFHMVSyçG]LHOQL]DWUXGQLDMĿF\FK Z\NZDOLµNRZDQ\FKU]HPLHēOQLNyZ DZ\WZDU]DQHSU]H]QLĿSURGXNW\VSU]H GDZDQHVĿSU]H]QDMZLĵNV]\FKGHWDOLVWyZZ6WDQDFK=MHGQRF]RQ\FK(XURSLH L-DSRQLL0DQRVGHO8UXJXZD\ZVSyçSUDFXMHWDNĄH]RNRçRGZXVWRPDQLH]DOHĄQ\PLSU]HGVLĵELRUFDPLNUHDW\ZQ\PL NWyU]\WZRU]ĿUĵNRG]LHçR]ORNDOQ\FK PDWHULDçyZ,FKSURGXNW\VĿG\VWU\EXRZDQHSU]H]VLHŇVNOHSyZGHWDOLF]Q\FK G]LĵNLF]HPXFLQLH]DOHĄQLSU]HGVLĵELRUF\PRJĿVLĵGDOHMUR]ZLMDŇLQDGDZDŇ QRZHĄ\FLHWUDG\F\MQ\PSUDNW\NRP NXOWXUDOQ\PLU]HPLRVçRP8UXJZDMX :]ZLĿ]NX]RJUDQLF]RQ\PLēURGNDPL SXEOLF]Q\PLRUD]JyU]\VWRēFLĿNUDMX NWyUDSRZRGXMHĄHEXGRZDGUyJMHVW QLH]Z\NOHWUXGQDLNRV]WRZQDU]ĿG 5ZDQG\]OHFLçNRUHDğVNLHPXNRQVRUFMXP EXGRZĵLQIUDVWUXNWXU\V]HURNRSDVPRZHMZSU]HNRQDQLXĄHWRQDMEDUG]LHM HNRQRPLF]Q\VSRVyEQDSRV]HU]HQLH SHUVSHNW\ZĄ\FLRZ\FKRE\ZDWHOLLUR]ZyMJRVSRGDUNLNUDMX'UXJDID]DWHJR SU]HGVLĵZ]LĵFLDSU]HZLGXMH]DSHZQLHQLH ODSWRSDNDĄGHPXXF]QLRZLG]LĵNLF]HPX 5ZDQGDVWDQLHVLĵNUHDW\ZQĿLKDQGORZĿ SRWĵJĿēURGNRZHM$IU\NL 8.6 SZWECJA :URNX,QJYDU.DPSUDGMHV]F]H MDNRQDVWRODWHNUR]SRF]ĿçSU]HGVLĵZ]LĵFLHNWyUH]QDP\G]LēSRGQD]ZĿ ,.($-HJRFHOHPE\çRºXVSUDZQLHQLH FRG]LHQQHJRĄ\FLDZLHOXRVyE«]D SU]\VWĵSQĿFHQĵ']LĵNLZVSyçSUDF\ ]X]QDQ\PLSURMHNWDQWDPLPHEOL LZ\NRU]\VWDQLXQDMEDUG]LHMNUHDW\ZQ\FK V\VWHPyZ]DU]ĿG]DQLD,.($VWDçDVLĵ JOREDOQĿµUPĿ]DWUXGQLDMĿFĿW\V OXG]L:HGçXJRJyOQRGRVWĵSQ\FKGRNXPHQWyZµQDQVRZ\FKµUP\ZURNX MHMSU]\FKRG\]HVSU]HGDĄ\Z\QLRVç\ POGHXURD]\VNNV]WDçWRZDçVLĵQD SR]LRPLHPOGHXUR .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 55 $1(.6¨:-$.,6326Å%:,(/.$%5<7$1,$ :63,(5$6:2-(6(.725<.5($7<:1(,&=<,11( .5$-(02*ŀ6,Ķ2'1,(-&=(*2Ĕ1$8&=<ň" :LHOND%U\WDQLDPDQDMZLĵNV]\VHNWRUNUHDW\ZQ\ VSRēUyGNUDMyZ8QLL(XURSHMVNLHM0LHU]ĿF ZLHONRēFLĿ3.%¨QDMZLĵNV]\QDēZLHFLH:HGçXJ 81(6&2ELRUĿFSRGXZDJĵZDUWRēFLEH]Z]JOĵGQH :LHOND%U\WDQLDMHVWQDMZLĵNV]\PHNVSRUWHUHP GyEULXVçXJNXOWXUDOQ\FKQDēZLHFLHZLĵNV]\P QDZHWRG6WDQyZ=MHGQRF]RQ\FK 6XNFHVWHQPRĄQDZ\MDēQLŇQDZLHOHVSRVREyZ • W\PĄHDQJLHOVNLWRQDMF]ĵēFLHMXĄ\ZDQ\Mĵ]\NQD ēZLHFLH • GçXJĿWUDG\FMĿZVSLHUDQLDSU]H]SDğVWZRV]WXNL QDSR]LRPLHORNDOQ\PLNUDMRZ\PGRGDWNRZR SRJçĵELDQĿSU]H]%%&LLQQ\FKSXEOLF]Q\FK QDGDZFyZNWyU]\Z\GDMĿFRURNXPLOLRQ\ IXQWyZQD]DNXSV]WXNWHDWUDOQ\FKSURJUDPyZ PX]\F]Q\FKLLQQ\FKWUHēFLNUHDW\ZQ\FK • EU\W\MVNLPV\VWHPHPHGXNDFMLNWyU\F]ĵVWR Z\VRNRFHQLNUHDW\ZQRēŇLRU\JLQDOQRēŇ • UyĄQRURGQRēFLĿNXOWXURZĿEU\W\MVNLHJRVSRçHF]HğVWZDV]F]HJyOQLHZPLDVWDFK:/RQG\QLH ¨QDMEDUG]LHMUyĄQRURGQ\PPLHēFLHZ(XURSLH DPRĄHLQDēZLHFLH¨QLHSU]\SDGNRZRVNXSLD VLĵFDçHMJRVSRGDUNLNUHDW\ZQHM=MHGQRF]RQHJR.UyOHVWZD :LHOND%U\WDQLDWRWDNĄHNUDMRQDMGçXĄV]HMKLVWRULL SROLW\NLSDğVWZRZHMZVSLHUDMĿFHMVHNWRU\NUHDW\ZQH:DUWREOLĄHMSU]\MU]HŇVLĵMDNSROLW\NDSDğVWZD Z]DNUHVLHVHNWRUyZNUHDW\ZQ\FKUR]ZLMDçDVLĵWDP ZFLĿJXRVWDWQLFKODW &RG]LDçRVLĵZ:LHONLHM%U\WDQLLRGSU]\JRWRZDQLD ZURNXPDS\VHNWRUyZNUHDW\ZQ\FK" 0LQLVWHUVWZR.XOWXU\0HGLyZL6SRUWX>'HSDUWPHQW RI&XOWXUH0HGLDDQG6SRUW¨'&06@SR]RVWDMH RUJDQHPZJçyZQHMPLHU]HRGSRZLHG]LDOQ\P ]DVHNWRU\NUHDW\ZQHDOHZNZHVWLHLQQRZDFML NUHDW\ZQRēFLLNXOWXU\DNW\ZQLHDQJDĄXMĿVLĵWDNĄH SR]RVWDçHLQVW\WXFMHU]ĿGRZHNV]WDçWXMĿFHSROLW\Nĵ SDğVWZD 2GF]DVXRSUDFRZDQLDPDSSU]HP\VçXNUHDW\ZQHJRZLURNXZUDPDFK'&06LVWQLHMĿ GZDSRGHMēFLDZ]DNUHVLHVHNWRUyZNUHDW\ZQ\FK :U]ĿG]OHFLçRSUDFRZDQLHDQDOL]\HNRQRPLF]QHMNWyUDRND]DçDVLĵZDĄQ\PGRNXPHQWHP ² Staying Ahead: the eFonomiF perIormanFe oI the 8K·s Freative indXstries.3R]RVWDMHRQQDMSHçQLHMV]Ŀ SUyEĿ]LGHQW\µNRZDQLDJçyZQ\FKFHFKFKDUDNWHU\VW\F]Q\FKçĿF]ĿF\FKVHNWRU\NUHDW\ZQHRUD] NZHVWLHSROLW\F]QHNWyU\PLPXVL]DMĿŇVLĵU]ĿG MHēOLFKFHVHNWRU\WH]UR]XPLHŇLZçĿF]\ŇZRJyOQH SODQ\]DU]ĿG]DQLDJRVSRGDUNĿ 5DSRUW]URNXGRSURZDG]Lç]NROHLGR SRZVWDQLDU]ĿGRZHJRGRNXPHQWXVWUDWHJLF]QHJR RSXEOLNRZDQHJRZURNXZVSyOQLHSU]H] '&06'HSDUWPHQWRI%XVLQHVV(QWUHSULVHDQG 5HJXODWRU\5HIRUP>0LQLVWHUVWZR+DQGOX3U]HGVLĵELRUF]RēFLL5HIRUP\3UDZD@RUD]'HSDUWPHQW RI,QQRYDWLRQ8QLYHUVLWLHVDQG6NLOOV>0LQLVWHUVWZR ,QQRZDFML6]NROQLFWZD:\ĄV]HJRL8PLHMĵWQRēFL@ 'RNXPHQWSWCreative Britain ² New TaOents Ior the New (Fonomy SU]HGVWDZLDçV]HUV]ĿDQDOL]ĵ UROLU]ĿGXZSURPRZDQLXNUHDW\ZQHMJRVSRGDUNL 3RçRZD]]DOHFHğGRW\F]ĿF\FKSROLW\NLNWyUH ]DZLHUDçRGQRVLçDVLĵGRXPLHMĵWQRēFLSUDFRZQLNyZLUR]ZRMXORNDOQ\FKNODVWUyZ'RNXPHQW WHQSRND]DçĄHU]ĿG]DF]\QDFRUD]EDUG]LHM P\ēOHŇRJRVSRGDUFHNUHDW\ZQHMZNRQWHNēFLH LQQ\FKREV]DUyZSROLW\NL¨V]F]HJyOQLHZ]DNUHVLH UR]SU]HVWU]HQLDQLDLQQRZDFMLLNUHDW\ZQRēFLQDLQQH JDçĵ]LHJRVSRGDUNL -RKQ+RZNLQVJçyZQ\NRPHQWDWRU]DJDGQLHğ ]ZLĿ]DQ\FK]NUHDW\ZQRēFLĿLVHNWRUDPLNUHDW\ZQ\PLQDSLVDçĄHºQDGV]HGçF]DVQD]DVWRVRZDQLH EDUG]LHMSU]HP\ēODQHJRLXNLHUXQNRZDQHJR SRGHMēFLDSRUDQDPRFQLHMV]HSRGNUHēOHQLHUROL NUHDW\ZQRēFLZRēZLDFLHUR]ZRMXPLHMVNLPLLQQ\FK REV]DUDFKVSRçHF]QRHNRQRPLF]Q\FK« 58 ,QQHG]LDçDQLDU]ĿGXEU\W\MVNLHJRNWyUHPLDç\ ZSç\ZQDJRVSRGDUNĵNUHDW\ZQĿ x 8PLHMĵWQRēFL :ēUyGFDçHMJDP\MHGQRVWHNXWZRU]RQ\FKZFHOX SRGZ\ĄV]DQLDSR]LRPXXPLHMĵWQRēFLZJRVSRGDUFHU]ĿGEU\W\MVNLSRZRçDçGZLHNWyUHZV]F]HJyOQ\VSRVyEPDMĿVNRQFHQWURZDŇVLĵQDVHNWRUDFK kreatywnych: ¨ &UHDWLYHDQG&XOWXUDO6NLOOV¨]DMPXMHVLĵUHNODPĿ designemU]HPLRVçHPPX]\NĿV]WXNDPL VFHQLF]Q\PLV]WXNDPLZL]XDOQ\PLLOLWHUDWXUĿ ¨ 6NLOOVHW¨NRQFHQWUXMHVLĵQDXPLHMĵWQRēFLDFK SRV]XNLZDQ\FKZPHGLDFK 2E\GZLHMHGQRVWNLVĿµQDQVRZDQHZVSyOQLHSU]H] U]ĿGLVHNWRU x Strategie regionalne %U\WDQLLSRZLQLHQEDUG]LHMGRVWURLŇVLĵGRSRWU]HE JRVSRGDUNLRUD]ĄHEOLĄV]DZVSyçSUDFDSRPLĵG]\ XF]HOQLDPLLEL]QHVHPMHVWQLH]EĵGQD x The Gowers 5eview 7U]HFL]U]ĿGRZ\FKGRNXPHQWyZDQDOL]RZDç VSRVRE\DNWXDOL]RZDQLDSUDZDZçDVQRēFL LQWHOHNWXDOQHMZGRELHGLJLWDOL]DFML6IRUPXçRZDQH ZQLP]DOHFHQLDREHMPRZDç\SODQG]LDçDQLDPDMĿF\ na celu: ¨ UR]ZLĿ]DQLHSUREOHPXSLUDFWZDLLQQ\FKSU]HVWĵSVWZ]ZLĿ]DQ\FK]ZçDVQRēFLĿLQWHOHNWXDOQĿ ¨ REQLĄHQLHNRV]WyZRFKURQ\ZçDVQRēFLLQWHOHNWXDOQHMLXSURV]F]HQLHSUDZDZW\PREV]DU]H ¨ ]UHIRUPRZDQLHSUDZDDXWRUVNLHJRWDNDE\ XPRĄOLZLDçRRQRNRU]\VWDQLH]WUHēFLZVSRVyE EDUG]LHMRGSRZLDGDMĿF\U]HF]\ZLVWRēFLF\IURZHM '\QDPLF]Q\UR]ZyMNODVWUyZNUHDW\ZQ\FK LSROLW\NLZ]DNUHVLHVHNWRUyZNUHDW\ZQ\FKE\ç PRĄOLZ\G]LĵNLSUDF\G]LHZLĵFLXDJHQFMLUR]ZRMX UHJLRQDOQHJR]$QJOLLRUD]SRGREQ\FKRUJDQL]DFML ]H6]NRFML:DOLLL,UODQGLL3yçQRFQHMRUD]Z\NRU]\VWDQLXIXQGXV]\VWUXNWXUDOQ\FK8QLL(XURSHMVNLHM SU]H]QDF]RQ\FKGODUHJLRQyZ5]ĿGNRDOLF\MQ\ Z\EUDQ\ZPDMXURNXFKFH]OLNZLGRZDŇWH DJHQFMHL]DVWĿSLŇMHLQQ\PLLQLFMDW\ZDPLQDU]HF] UR]ZRMXORNDOQHJRLUHJLRQDOQHJR5HJLRQDOQH DJHQFMHGVVHNWRUyZZL]XDOQ\FK>5egionaO SFreen AgenFies@]ELHUDMĿIXQGXV]H]HąUyGHçSU\ZDWQ\FK LSXEOLF]Q\FKDE\ZVSLHUDŇWDOHQW\LUR]ZyMµUPZH ZV]\VWNLFKVHNWRUDFKZL]XDOQ\FKµOPWHOHZL]MD JU\LLQQHPHGLDLQWHUDNW\ZQH x The Co[ 5eview oI Creativity in BXsiness 7RRSUDFRZDQLH]ZUyFLçRXZDJĵQD]QDF]HQLH PDç\FKLēUHGQLFKSU]HGVLĵELRUVWZNWyUHWZRU]Ŀ 3.%:LHONLHM%U\WDQLL:]\ZDçRRQRGR Z\NRU]\VWDQLDºSRWĵJL]DPyZLHğSXEOLF]Q\FK« GR]DFKĵFDQLDºGRVWDZFyZGRWZRU]HQLDEDUG]LHM LQQRZDF\MQ\FKUR]ZLĿ]Dğ«'RNXPHQWWHQ]DFKĵFDç µUP\]HZV]\VWNLFKVHNWRUyZJRVSRGDUNLE\ Z\ELHUDç\ZLĵFHMNUHDW\ZQ\FKRVyEGRVZRLFK UDGQDG]RUF]\FKLSRGNUHēODçĄHLQQRZDFMHF]ĵVWR EDUG]LHM]ZLĿ]DQHVĿ]SURFHVDPLLOXGąPLQLĄ ]SURGXNWDPL x The LeitFh 5eview 7HQGRNXPHQWSU]HDQDOL]RZDçGçXJRWHUPLQRZH SRWU]HE\EU\W\MVNLHMJRVSRGDUNLZ]DNUHVLHXPLHMĵWQRēFLSUDFRZQLNyZ3RGNUHēOLç]QDF]HQLHWUyMVWURQQHMZVSyçSUDF\SRPLĵG]\U]ĿGHPSUDFRGDZFDPL LSUDFRZQLNDPL&RQDMZDĄQLHMV]H]D]QDF]\ç ĄHV\VWHPV]NROQLFWZDZ\ĄV]HJRZ:LHONLHM .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 59 $1(.6¨'=,$Ŏ.5($7<:1(-*2632'$5., ,35=(0<6ŎÅ:.8/785<%5,7,6+&281&,/ %ULWLVK&RXQFLOWRPLĵG]\QDURGRZDRUJDQL]DFMD EU\W\MVNDG]LDçDMĿFDZREV]DU]HNXOWXU\LHGXNDFML REHFQDZNUDMDFK1DFDç\PēZLHFLH%ULWLVK &RXQFLO]DFKĵFDGR]DSR]QDZDQLDVLĵ]EU\W\MVNĿ NUHDW\ZQRēFLĿLRIHUWĿHGXNDF\MQĿRUD]EXGXMH WUZDçHUHODFMHSRPLĵG]\:LHONĿ%U\WDQLĿLLQQ\PL NUDMDPL']LDçKreatywneM Gospodarki i Przemysòyw KXOtXryUR]SRF]ĿçVZRMĿG]LDçDOQRēŇZURNX MDNRF]ĵēŇ'HSDUWDPHQWX6]WXNL1DFHOXPD ZVSyçSUDFĵ]EU\W\MVNLPLVHNWRUDPLNUHDW\ZQ\PL LUR]ZLMDQLHSURJUDPXSR]ZDODMĿFHJR:LHONLHM %U\WDQLLG]LHOLŇVLĵVZRLPLGRēZLDGF]HQLDPL Z]DNUHVLHEXGRZDQLDNUHDW\ZQHMJRVSRGDUNLLMHM RGG]LDç\ZDQLDQDRēZLDWĵRUD]SURFHV\ZçĿF]HQLD VSRçHF]QHJRUHZLWDOL]DFMLJRVSRGDUF]HML]DDQJDĄRZDQLDZVSUDZ\PLĵG]\QDURGRZH 3URJUDPKreatywna Gospodarka i Przemysòy KXO tXry>&UHDWLYHDQG&XOWXUDO(FRQRP\3URJUDPPH@ REHMPXMHSLĵŇJçyZQ\FK]DJDGQLHğ 3ROLW\NDLPDSRZDQLH 6NXWHF]QDSROLW\NDPD]DVDGQLF]H]QDF]HQLHGOD UR]ZRMX]UyZQRZDĄRQHMLNRQNXUHQF\MQHMJRVSRGDUNLNUHDW\ZQHM6WUXNWXUDZRNyçNWyUHMSRZVWDMH JRVSRGDUNDNUHDW\ZQDMHVWNV]WDçWRZDQDSU]H] G]LDçDQLDU]ĿGXWDNLHMDNIRUPXçRZDQLHSU]HSLVyZ Z]DNUHVLHSUDZDZçDVQRēFLLQWHOHNWXDOQHMSROLW\NL SRGDWNRZHMLRēZLDW\7RWDNĄHUDP\ZNWyU\FK UR]ZLMDMĿVLĵVWRVXQNLNXOWXUDOQH :REUĵELH]DJDGQLHğ]WHMNDWHJRULL%ULWLVK&RXQFLO SUDJQLHSURPRZDŇJOREDOQĿG\VNXVMĵQDWHPDW RGSRZLHGQLFKLQLFMDW\ZSROLW\F]Q\FKLSHUVSHNW\Z UR]ZRMXRUD]Z\PLDQĵGRēZLDGF]HğZW\P]DNUHVLH SDPLĵWDMĿFĄHJRVSRGDUNDNUHDW\ZQDPDFKDUDNWHU JOREDOQ\DOHMHVWWHĄZDĄQDQDSR]LRPLHORNDOQ\P 'RSRGHMPRZDQ\FKLQLFMDW\ZQDOHĄĿ :\NçDG\SRēZLĵFRQHVSUDZRPPLĵG]\QDURGR Z\PJOREDOQ\SURJUDPVSRWNDğZRNyçNRQNUHWQ\FK]DJDGQLHğSROLW\F]Q\FKZçDVQRēFLLQWHOHNWXDOQHMRēZLDW\LWSRGE\ZDMĿF\FKVLĵZUyĄQ\FK PLHMVFDFKNLONDUD]\ZURNX1DSU]HçRPLH LURNXVSRWNDQLDQDWHPDWVWDWXVXLSU]\V]çRēFLSUDZDDXWRUVNLHJRRGE\ç\VLĵPLQZ:LHONLHM %U\WDQLL&KLQDFK.ROXPELL,QGLDFKF]\5HSXEOLFH 3RçXGQLRZHM$IU\NL • Mapowanie: SURJUDPSRGQRV]ĿF\ēZLDGRPRēŇ ]QDF]HQLDG]LDçDğZ]DNUHVLHPDSRZDQLD¨SURFHVX XPRĄOLZLDMĿFHJROHSV]H]UR]XPLHQLHSROLW\F]Q\FK SRWU]HEUyĄQ\FKVHNWRUyZNUHDW\ZQ\FK3URJUDP WHQZVSLHUDUyZQLHĄSURFHVPDSRZDQLDG]LĵNL NRQVXOWDFMRP]HNVSHUWDPLEU\W\MVNLPLLPLĵG]\QDURGRZ\PL 60 1DU]ĵG]LDUR]ZyMLG\VWU\EXFMDPDWHULDçyZ SRēZLĵFRQ\FKNZHVWLRP]ZLĿ]DQ\P]JRVSRGDUNĿ PLĵG]\QDURGRZĿ 8PLHMĵWQRēFLLLQIUDVWUXNWXUD 8PLHMĵWQRēFLLRGSRZLHGQLDLQIUDVWUXNWXUDVĿ QLH]EĵGQHGREXGRZDQLDJRVSRGDUNLNUHDW\ZQHM LSREXG]DQLD]UyZQRZDĄRQHJRUR]ZRMX7DNDWH JRULDREHMPXMHQDVWĵSXMĿFHG]LDçDQLD 6]NROHQLDGODSUDFRZQLNyZPHGLyZUR]ZLMDQLH XPLHMĵWQRēFLLZLHG]\G]LHQQLNDU]\DE\PRJOLRQL OHSLHMSU]HND]\ZDŇLQIRUPDFMHQDWHPDWNUHDW\ZQHM gospodarki. • Infrastruktura: SRPRFZUR]ZLMDQLXDJHQFML SRēUHGQLFWZDNWyU\FKFHOHPMHVWSU]HND]\ZDQLH LQIRUPDFMLGRVWRVRZDQ\FKGRSRWU]HENRQNUHWQ\FK µUP]VHNWRUyZNUHDW\ZQ\FKLLFKZVSLHUDQLH 8PLHMĵWQRēFLEL]QHVRZHSURZDG]HQLHV]NROHğ GODPçRG\FKZçDēFLFLHOLµUPNUHDW\ZQ\FK G]LĵNLNWyU\PEĵGĿRQLPRJOLUR]ZLMDŇVZRMHµUP\ LQDE\ZDŇXPLHMĵWQRēFLSU]\GDWQHZG]LDçDOQRēFL NWyUĿSURZDG]Ŀ 3U]HGVLĵELRUF]RēŇNUHDW\ZQDLVLHFLNRQWDNWyZ .UHDW\ZQLSU]HGVLĵELRUF\PDMĿ]DVDGQLF]H]QDF]HQLHGODNUHDW\ZQHMJRVSRGDUNLZ\SHçQLDMĿFOXNĵ SRPLĵG]\DUW\VWDPLLNRQVXPHQWDPLQDSĵG]DMĿ RQLJRVSRGDUF]\LNXOWXUDOQ\UR]ZyMVSRçHF]HğVWZ 7DF]ĵēŇSURJUDPXPD]D]DGQLHSU]\EOLĄ\Ň ]DLQWHUHVRZDQ\PLFKV\OZHWNLēZLĵWRZDŇLFK RVLĿJQLĵFLDLSRGNUHēOLŇ]QDF]HQLHZSURFHVLH WZRU]HQLDSROLW\F]QHJRWçDGODVHNWRUyZNUHDW\ZQ\FK3RGHMPRZDQHLQLFMDW\Z\WR SU]HGVLĵELRUFyZNUHDW\ZQ\FK]:LHONLHM%U\WDQLL *UXS\µQDOLVWyZSRGUyĄXMĿGRNUDMyZUR]ZLMDMĿF\FK VLĵJG]LH]DSR]QDMĿVLĵ]HVSRVREHPIXQNFMRQRZDQLDVHNWRUDZNWyU\PVDPLG]LDçDMĿRUD] NRQNXUXMĿ]HVREĿRW\WXç0çRGHJR%U\W\MVNLHJR 3U]HGVLĵELRUF\.UHDW\ZQHJRSU]HGMXU\'RWHM SRU\XF]HVWQLF\RGZLHG]LOLPLQ$UJHQW\Qĵ3ROVNĵ ,QGLH,QGRQH]Mĵ5HSXEOLNĵ3RçXGQLRZHM$IU\NL &KLQ\L7XUFMĵ Liderzy kultury i stosunki kulturalne -DNRSODFyZNDGVVWRVXQNyZNXOWXUDOQ\FK%ULWLVK &RXQFLOGĿĄ\GR]DDQJDĄRZDQLDQRZHJRSRNROHQLD OLGHUyZNXOWXU\LJçyZQ\FKJUDF]\]FDçHJRēZLDWD ZG\VNXVMĵQDWHPDWUR]ZRMXZVSyOQ\FKVWUDWHJLL UR]ZLĿ]\ZDQLDJOREDOQ\FKSUREOHPyZ&HOHPMHVW SU]\ZUyFHQLHSU]HP\VçRPNXOWXU\QDOHĄQHMLPUROL ZUR]ZLĿ]\ZDQLXW\FKSUREOHPyZ'RXG]LDçXZ SURJUDPLH]DSUDV]DQLVĿWDNĄHSUDNW\F\]ZLHOX VHNWRUyZLQQ\FKQLĄV]WXNDQDXNDHGXNDFMDVSRUW LWSSRWRE\UR]ZLMDŇZVSyçSUDFĵPLĵG]\VHNWRURZĿ 5. Ekspertyza %ULWLVK&RXQFLOEXGXMHSODWIRUPĵXçDWZLDMĿFĿ G\VNXVMĵQDWHPDWNZHVWLL]ZLĿ]DQ\FK]JRVSRGDUNĿNUHDW\ZQĿSRSU]H]SURZDG]HQLHG]LDçDğ LQIRUPDF\MQ\FKLUR]ZLMDQLHVLHFLNRQWDNWyZ :LĵFHMLQIRUPDFMLQDWHPDW]DSUH]HQWRZDQHM SRZ\ĄHMG]LDçDOQRēFL%ULWLVK&RXQFLOPRĄQD]QDOHąŇ QDVWURQLHKWWSFUHDWLYHFRQRP\ZRUGSUHVVFRP .OXE\0çRG\FK.UHDW\ZQ\FK3U]HGVLĵELRUFyZ LVLHFLNRQWDNWyZUR]ZyMORNDOQ\FKLUHJLRQDOQ\FK .OXEyZNUHDW\ZQ\FKSU]HGVLĵELRUFyZLOLGHUyZNXOWXU\Z\çRQLRQ\FKZSURFHVLHHOLPLQDFMLGRQDJURG\ 0çRGHJR.UHDW\ZQHJR3U]HGVLĵELRUF\><RXQJ &UHDWLYH(QWUHSUHQHXU@']LDçDOQRēŇNOXEyZLVLHFL NRQWDNWyZREHMPXMHZ\NçDG\GHEDW\]WZyUFDPL SUDZDLSU]HSLVyZNXUV\GRV]NDODMĿFHG\VNXVMHQD WHPDWSDOĿF\FKNZHVWLLLPRĄOLZRēFLEL]QHVRZ\FK 0LĵG]\QDURGRZ\NRQNXUVRQDJURGĵ0LĵG]\QDURGRZHJR0çRGHJR3U]HGVLĵELRUF\.UHDW\ZQHJR ><RXQJ&UHDWLYH(QWUHSUHQHXU@: coroczny konkurs, ZUDPDFKNWyUHJRJUXS\PçRG\FKNUHDW\ZQ\FK SU]HGVLĵELRUFyZ]NUDMyZUR]ZLMDMĿF\FKVLĵ RGZLHG]DMĿ:LHONĿ%U\WDQLĵLSR]QDMĿWDPWHMV]\ VHNWRUZNWyU\PG]LDçDMĿELRUĿXG]LDçZZDĄQ\FK LPSUH]DFKEUDQĄRZ\FKLVSRWNDQLDFKEL]QHVRZ\FK 'RWHMSRU\ZNRQNXUVLHZ]LĵOLXG]LDçXF]HVWQLF\ ]SRQDGNUDMyZ .RQNXUVRQDJURGĵ0çRGHJR%U\W\MVNLHJR 3U]HGVLĵELRUF\.UHDW\ZQHJR>8.<RXQJ&UHDWLYH (QWUHSUHQHXU@:FRURF]Q\NRQNXUVGODPçRG\FK .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 61 $1(.6¨35=('6,Ķ%,25&<'=,$Ŏ$-ŀ&< :%5$1ú$&+.5($7<:1<&+ 3U]HGVLĵELRUF\G]LDçDMĿF\ZEUDQĄDFKNUHDW\ZQ\FKPDMĿ]DVDGQLF]H]QDF]HQLHGODNUHDW\ZQHM JRVSRGDUNLZ\SHçQLDMĿFOXNĵSRPLĵG]\DUW\VWDPL LNRQVXPHQWDPLQDSĵG]DMĿRQLJRVSRGDUF]\ LNXOWXUDOQ\UR]ZyMVSRçHF]HğVWZ %ULWLVK&RXQFLOSRSU]H]VZyMSURJUDPVNLHURZDQ\ GR0çRG\FK.UHDW\ZQ\FK3U]HGVLĵELRUFyZ><oXng Creative (ntrepreneXr@SUDJQLH]LGHQW\µNRZDŇ PçRG\FKOLGHUyZSUDFXMĿF\FKZVHNWRUDFK NUHDW\ZQ\FKQDFDç\PēZLHFLHSRGNUHēOLŇLFK REHFQRēŇL]QDF]HQLHēZLĵWRZDŇLFKGRW\FKF]DVRZHRVLĿJQLĵFLDLXPLHēFLŇLFKZFHQWUXPGHEDW\QD WHPDWSROLW\F]QHJRWçDNUHDW\ZQHMJRVSRGDUNL 1DQDVWĵSQ\FKVWURQDFKSU]HGVWDZLDP\OLVWĵ JRGQ\FKQDēODGRZDQLDPçRG\FKNUHDW\ZQ\FK SU]HGVLĵELRUFyZ]FDçHJRēZLDWD¨XF]HVWQLNyZ NRQNXUVXRW\WXç0çRGHJR.UHDW\ZQHJR3U]HGVLĵELRUF\6ĿRQLOLGHUDPLORNDOQHMLUHJLRQDOQHM NUHDW\ZQHMJRVSRGDUNLZNUDMDFK]NWyU\FK SRFKRG]Ŀ7RRVRE\NWyUHGRVNRQDOHUR]XPLHMĿ U\QHNQDNWyU\PIXQNFMRQXMĿSRGHMPXMĿU\]\NR ]GRE\ZDMĿIXQGXV]HQDLQZHVW\FMHZV]HUV]\P RELHJXNUHDW\ZQ\FKGyEULXVçXJG]LĵNLF]HPX UR]ZLMDMĿLQIUDVWUXNWXUĵVZRMHJRVHNWRUDNUHDW\Znego. 1 3 5 2 4 6 7 8 62 13 14 15 16 19 20 18 17 21 22 24 23 26 9 25 10 27 28 29 11 12 1 Chiny, str. 62 9 Ghana, str. 66 17 6òowenia, str. 70 25 Jemen, str. 72 2 Wietnam, str. 62 10 Kenia, str. 66 18 PoOska, str. 70 26 =(A, str. 72 3 7aMOanGia, str. 62 11 RPA, str. 66 19 (stonia, str. 70 27 Pakistan, VWU 4 ,nGone]Ma, str. 62 12 RPA, str. 66 20 RosMa, str. 70 28 Indie, VWU 5 Meksyk, VWU 13 WieOka %rytania, str. 68 21 MaOta, str. 70 6 .oOXmbia, VWU 14 WieOka %rytania, str. 68 22 7XrFMa, str. 70 7 %Ua]yOia, VWU 15 WieOka %rytania, str. 68 23 (giSt, str. 72 8 Argentyna, VWU 16 WieOka %rytania, str. 68 24 Liban, str. 72 .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 29 Sri Lanka, VWU 63 ¼ C+IN< (W+X=DçRĄ\FLHO%HLMLQJ%ORJ0HGLDL*RRG)LOP Center :URNX(W+XZUD]]SDUWQHUHP]DçRĄ\ç µUPĵSURGXFHQFNĿ%HLMLQJ)LOPEORJ 0HGLDMHGQĿ]SLHUZV]\FKµUPWHJRURG]DMX SUDFXMĿFĿ]PçRG\PLUHĄ\VHUDPL2EDMPLHOL QDFHOXRGNU\ZDQLHLUR]ZLMDQLHQRZHJRNLQD Z&KLQDFKSU]\Z\NRU]\VWDQLXQRZ\FKPRĄOLZRēFL NWyUH]DSHZQLDWHFKQRORJLDF\IURZD,FKSLHUZV]\ SURJUDPChinese New Cinema: the <Xnnan ProMeFt >1RZHFKLğVNLHNLQR3URMHNW<XQQDQ@WZRU]\ç\ UHĄ\VHUNL]&KLQNRQW\QHQWDOQ\FK+RQJ.RQJX L7DLZDQX2SUDFRZDç\RQHUD]HPG]LHVLĵҵOPyZ SHçQRPHWUDĄRZ\FKRWDMHPQLF]HMSURZLQFML <XQQDQ$E\OHSLHMZVSLHUDŇPçRG\FKµOPRZFyZ (W+XZURNX]DçRĄ\ç*RRG)LOP&HQWHU DJHQFMĵUR]ZLMDMĿFĿXPLHMĵWQRēFLSU]\GDWQHZNLQLH LWHOHZL]MLLXçDWZLDMĿFĿQDZLĿ]\ZDQLHNRQWDNWyZ ZEUDQĄ\ ZZZGLDQ\LQJJRQJFKDQJFRP www.cinecn.net (W+XWRFKLğVNLµQDOLVWDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 6FUHHQ(QWUHSUHQHXU,<6(]URNX ¼ WI(7NAM +R7UDQ'D7KDR'\UHNWRU.UHDW\ZQD,QWHUQDWLRnal Lifestyle Co. :URNX7KDRZ\JUDçDQDJURGĵ0HUFHGHV %HQ]$VLD)DVKLRQ$ZDUGLX]\VNDçDVW\SHQGLXP 5DI¶HV/D6DOOH,QVWLWXWH]6LQJDSXUX7RVW\SHQGLXP XPRĄOLZLçRMHMVWZRU]HQLHZçDVQHMPDUNL¨7VDIDUL NWyUDçĿF]\QDWXUDOQHPDWHULDç\]WUDG\F\MQ\PL WHFKQLNDPLUĵNRG]LHOQLF]\PLZWZRU]HQLXZVSyçF]HVQHMRG]LHĄ\º3RPLPRSRWHQFMDçXNWyU\WNZL ZWUDG\F\MQ\FKWHFKQLNDFKZLHWQDPVNLFKORNDOQL U]HPLHēOQLF\]UHJXç\SUDFXMĿVDPLWU]\PDMĿFVLĵ SU]HVWDU]Dç\FKZ]RUyZLSURGXNXMĿFU]HF]\NWyUH QLHVĿRGSRZLHGQLHGODNRQVXPHQWyZ]]DJUDQLF\« ¨XZDĄD7KDR7VDIDULSR]ZDODMHMQDEXGRZDQLH NRPHUF\MQHMPDUNLRG]LHĄRZHMçĿF]ĿFHMQRZRF]HVQHZ]RUQLFWZR]WUDG\F\MQ\PU]HPLRVçHP ZZZWVDIDULFRP +R7UDQ'D7KDRWRZLHWQDPVNDµQDOLVWNDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ )DVKLRQ(QWUHSUHQHXU,<)(]URNX ¼ 7AJLAN'IA 5XWWLNRUQ9XWWLNRUQ'\UHNWRU&OXE&UHDWLYH i Le Knot 3RV]HēFLXODWDFKSURMHNWRZDQLD]DEDZHNHGXNDF\MQ\FKLEDGDğQDGQLPL5XWWLNRUQRWZRU]\çD &OXE&UHDWLYHµUPĵGHVLJQHUVNĿWZRU]ĿFĿV]HURNĿ JDPĵSURGXNWyZGODG]LHFLWDNLFKMDN]DEDZNL PDWHULDç\PHEOHLHOHPHQW\SODFyZ]DEDZ 2EHFQLHµUPDWDMHVWMHGQ\P]OLGHUyZdesignX G]LHFLĵFHJRQDU\QNDFKORNDOQ\FKLV\VWHPDW\F]QLH GRVWDUF]DVZRMHZ]RU\ZLRGĿF\PµUPRP]:LHONLHM %U\WDQLL1LHPLHF,QGLL*UHFMLF]\(JLSWX$E\WZRU]\ŇQRZHSURGXNW\EH]WUDG\F\MQ\FKRJUDQLF]Hğ KDQGORZ\FK5XWWLNRUQ]GHF\GRZDçDVLĵZUD]]H VZRLP]HVSRçHPRWZRU]\ŇQRZĿµUPĵ/H.QRW NWyUD]DMPXMHVLĵGZLHPDNROHMQ\PLPDUNDPL NUHDW\ZQ\FK]DEDZHN7R\:L]DUGWZRU]HQLH ºPLĵNNLFK«SODFyZ]DEDZGODG]LHFLRUD]3DSHU :L]DUGWZRU]HQLHLQQRZDF\MQ\FK]DEDZHNSDSLHURZ\FKçĿF]ĿF\FKNUHDW\ZQRēŇLQDXNĵ3R]D SURZDG]HQLHPGZyFKµUP5XWWLNRUQELHU]HXG]LDç ZFKDU\WDW\ZQ\FKSURJUDPDFKSRPDJDMĿF\FK RSUDFRZ\ZDŇVSHFMDOQH]DEDZNLGODQLHSHçQRVSUDZQ\FKG]LHFLQDFDç\PēZLHFLH:URNX Z]LĵçDRQDXG]LDçZZDUV]WDWDFKNUHDW\ZQRēFL 81(6&2NWyUHRGE\ZDç\VLĵZ$UPHQLL:UDPDFK W\FKZDUV]WDWyZSRZVWDZDç\]DEDZNLGODG]LHFL SU]HFKRG]ĿF\FKUHKDELOLWDFMĵRUD]GODGRURVç\FK RVSHFMDOQ\FKSRWU]HEDFK ZZZUXWWLNRUQFRP ZZZFOXEFUHDWLYHVFRP ZZZOHNQRWFRP 5XWWLNRUQ9XWWLNRUQWRWDMVNDµQDOLVWNDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 'HVLJQ(QWUHSUHQHXU,<'(]URNX ¼ IN'2N(=JA :DK\X$GLW\D=DçRĄ\FLHO+HOOR0RWLRQ6FKRRORI $QLPDWLRQ&LQHPD :DK\XWR]DçRĄ\FLHOLQVW\WXWXDQLPDFML+HOOR0RWLRQ $QLPDWLRQ)LOP6FKRRONWyU\RGURNXXNRğF]\çRSRQDGVWXGHQWyZ-HJRFHOHVĿMDVQH º&KFHP\VWDŇVLĵZDĄQ\PHOHPHQWHPUR]ZRMX LQGRQH]\MVNLHJRSU]HP\VçXDXGLRZL]XDOQHJR SRSU]H]NRQFHQWUDFMĵQDUR]ZLMDQLXXPLHMĵWQRēFL LHGXNDFML«:DK\XMHVWWDNĄHG\UHNWRUHP+HOOR)HVW IHVWLZDOXSRēZLĵFRQHJRµOPRPNUyWNRPHWUDĄRZ\P LDQLPRZDQ\PNWyU\FRURNXSU]\FLĿJDSRQDG PçRG\FKOXG]LLRVyE]EUDQĄ\LZUDPDFK NWyUHJRSRND]XMHVLĵSRQDGSHçQRPHWUDĄRZ\FKµOPyZDQLPRZDQ\FK$PELFMĿRUJDQL]DWRUyZ MHVWSRND]\ZDQLHPLĵG]\QDURGRZ\FKWUHQGyZ ZDQLPDFMLDE\NV]WDçFLŇLLQVSLURZDŇWZyUFyZ DQLPDFMLLLFKSXEOLF]QRēŇ ZZZKHOORPRWLRQFRP KWWSZDGLW\DEORJVSRWFRP :DK\X$GLW\DWR]Z\FLĵ]FDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 6FUHHQ(QWUHSUHQHXU,<6(]URNX 1 3 2 4 .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 65 ¼ M(KS<K &DUOD)HUQDQGH]'\UHNWRU$UW\VW\F]QD =DçRĄ\FLHONDµUP\7DOOHU)ORUD &DUODMHVW]DçRĄ\FLHONĿ7DOOHU)ORUDµUP\RG]LHĄRZHM LPRELOQHJRODERUDWRULXPNWyUHSRGUyĄXMHSR0HNV\NXRGZLHG]DMĿFPLHMVFRZHZVSyOQRW\DZV]F]HJyOQRēFLSURZDG]RQHSU]H]NRELHW\VSyçG]LHOQLH UĵF]QLHZ\WZDU]DMĿFHPDWHULDç\ZçyNLHQQLF]H º3U]HFLZQLHGRVWHUHRW\SRZHJRPRGRZHJRNLF]X HNVSRUWRZDQHJRSU]H]0HNV\N]DJUDQLFĵWUDG\F\MQHZ]RU\WRVNRPSOLNRZDQ\XNçDGSOLV]DNçDGHN LV]ZyZNWyUHWZRU]ĿXEUDQLH]çRĄRQHZ\çĿF]QLH ]NZDGUDWyZLSURVWRNĿWyZ«¨Z\MDēQLD&DUOD8ZDĄD RQDĄHW\ONRUDG\NDOQ\ZVSyçF]HVQ\design uchroQLSU]HG]DSRPQLHQLHPWNDQLQ\Z\WZDU]DQHSU]H] U]HPLHēOQLNyZWUDG\F\MQ\PLPHWRGDPL3UDFXMĿF ]FRUD]ZLĵNV]ĿOLF]EĿU]HPLHēOQLNyZµUPD7DOOHU )ORUDVWZRU]\çDWDNĄHLQQRZDF\MQ\PRGHOEL]QHVRZ\SRSU]H]RWZRU]HQLHZçDVQHMVLHFLIair trade LSU]\MĵFLH]ELRUX]DVDGGRW\F]ĿF\FKēURGRZLVND QDWXUDOQHJRZFHOXSURPRZDQLDRGSRZLHG]LDOQ\FK SUDNW\NZEUDQĄ\PRGRZHM']LĵNLWHPXPRGHORZLSUDFRZQLF\VHNWRUDPRJĿZVSyçSUDFRZDŇ ]QRZ\PLWDOHQWDPLçĿF]ĿFWUDG\F\MQHU]HPLRVçR ]PLHMVFRZ\PZVSyçF]HVQ\PVW\OHPWDNDE\ 0HNV\NVWDçVLĵF]\PēZLĵFHMQLĄW\ONRºZLHONLP SURGXFHQWHPFXG]\FKSRP\VçyZ«.ROHNFMH7DOOHU Flory pokazywano w Londynie, San Francisco, Los $QJHOHV-DSRQLL.ROXPELLL0HNV\NX ZZZ¶RUDFRP &DUOD)HUQiQGH]WR]Z\FLĵĄF]\QLNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ )DVKLRQ(QWUHSUHQHXU,<)(]URNX ¼ K2L8M%IA *DEULHO=DSDWD'\UHNWRU$GPLQLVWUDF\MQ\$FFLRQ ,PSUR *DEULHO=DSDWDGUDPDW\F]QLH]PLHQLçNLHUXQHNVZRMHMNDULHU\SUDFĵZDGPLQLVWUDFMLZDUV]WDWXVDPRFKRGRZHJRQDVWDQRZLVNRZWHDWU]HLPSURZL]DFML $FFLRQ,PSURZPLHMVFRZRēFL0HGHOOLQº=GDçHP VRELHVSUDZĵĄHWDJUXSDPLDçDQLHVDPRZLW\ WDOHQWDOHQLHZLHONĿēZLDGRPRēŇZ\PDJDğVZRMHM EUDQĄ\«¨PyZL=DSDWD,GRGDMHº:.ROXPELLSUDNW\F]QLHQLHPRĄQDVLĵXWU]\PDŇZ\çĿF]QLH]SUDF\ ZWHDWU]HGODWHJRWHĄSU]HNV]WDçFLçHPPRGHOEL]QHVRZ\µUP\WDNDE\GRUHSHUWXDUXWHDWUXZçĿF]\Ň WDNĄHSU]HGVWDZLHQLDGODSU\ZDWQ\FKµUPSUDJQĿF\FKSU]HND]DŇVZRLPSUDFRZQLNRPZDUWRēFL NRUSRUDF\MQH]DSRPRFĿNUyWNLFKV]WXNLVNHF]\« 3RSU]\MĵFLXIXQNFMLG\UHNWRUDDGPLQLVWUDF\MQHJR *DEULHORZLXGDçRVLĵ]PLHQLŇWHDWUZUR]ZLMDMĿF\ VLĵLSU]\QRV]ĿF\]\VNLEL]QHV*UXSD$FFLRQ,PSUR XF]HVWQLF]\çDWDNĄHZQDMZDĄQLHMV]\FKPLĵG]\QDURGRZ\FKIHVWLZDODFKLPSURZL]DFMLēZLDWDKLV]SDğVNRMĵ]\F]QHJR(NZDGRU$UJHQW\QD%UD]\OLD0HNV\N+LV]SDQLD.ROXPELD ZZZDFFLRQLPSURFRP 66 *DEULHO=DSDWDWR]Z\FLĵ]FDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 3HUIRUPLQJ$UWV(QWUHSUHQHXU,<'(]URNX ¼ %RA=<LIA 3DXOD'LE=DçRĄ\FLHOND:VSyOQLF]ND7UDQVIRUPD Design 7UDQVIRUPDWRµUPDNRQVXOWLQJRZD]EUDQĄ\desi gnXNWyUDSUDFXMHQDGdesignem SURGXNWyZZVSyOQLH]WZyUFDPLUĵNRG]LHçD]FDçHM%UD]\OLLº-HVWHP SURMHNWDQWNĿR]DFLĵFLXVSRçHF]Q\PZLĵFPRMD SUDFD]DZV]HRSLHUDçDVLĵQDNRQWDNWDFK]OXGąPL LVSRçHF]HğVWZHPLE\çD]ZLĿ]DQD]SURJUDPDPL UR]ZLMDMĿF\PLLHGXNXMĿF\PLVSRçHF]QRēFL]DMPXMĿFHVLĵUĵNRG]LHçHP«¨PyZL3DXOD'LE3UDFXMĿF ]U]HPLHēOQLNDPLVWDUDMĿFVLĵZSURZDG]LŇQRZH NRORU\IRUP\LPDWHULDç\3DXODSUyEXMHRGNU\Ň LZ\HNVSRQRZDŇZLHG]ĵNDĄGHJR]QLFKDE\ZWHQ VSRVyESRGQLHēŇLFKVDPRRFHQĵLSRGNUHēOLŇLFK ZNçDGZORNDOQĿNXOWXUĵº&HOHPPRMHMSUDF\MHVW SRçĿF]HQLH]XUEDQL]RZDQHMUR]ZLMDMĿFHMVLĵ%UD]\OLL ]%UD]\OLĿZLHMVNĿ]DSRPRFĿdesignX, tworzeQLDSURGXNWyZJHQHUXMĿF\FKGRFKyGZZLHMVNLFK ZVSyOQRWDFKU]HPLHēOQLNyZLSRGNUHēODMĿF\FKNXOWXUDOQĿLUHJLRQDOQĿWRĄVDPRēŇW\FKEUD]\OLMVNLFK ZVSyOQRW« ZZZWUDQVIRUPDGHVLJQFRPEU 3DXOD'LEWR]Z\FLĵĄF]\QLNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 'HVLJQ(QWUHSUHQHXU,<'(]URNX ¼ ARG(N7<NA 0DQXHO5DSRSRUW3URMHNWDQWL=DçRĄ\FLHO'(6,*12 Patagonia :URNX0DQX]DçRĄ\çVZRMĿµUPĵNRQVXOWLQJRZĿ]EUDQĄ\designX¨'(6,*123DWDJRQLDNWyUD ]DMPXMHVLĵSURMHNWRZDQLHPSURGXNFMĿLKDQGOHP SURGXNWDPL]3DWDJRQLL:VZRMHMSUDF\GĿĄ\RQGR ]DFKRZDQDUyZQRZDJLZVSRçHF]HğVWZLHLZēURGRZLVNXSURPXMHORNDOQĿWRĄVDPRēŇWHJRUHJLRQX LZDUWRēŇMHJR]DVREyZQDWXUDOQ\FKF]HUSLĿF ]QLFKNRU]\ēFL-HJRVWXGLRZVSyçSUDFXMHWDNĄH ]ORNDOQ\PLZVSyOQRWDPLZUDPDFKSURJUDPyZ SURPXMĿF\FKdesign LUR]ZyMRUD]Z]LĵçRXG]LDç ZNLONXPLĵG]\QDURGRZ\FKSURMHNWDFKº'(6,*12 3DWDJRQLDPDQDFHOXSRND]DQLHLQQ\FKORNDOQ\FK VSRVREyZSRVWU]HJDQLDLGRēZLDGF]DQLDSU]HGPLRWyZSRSU]H]WZRU]HQLHSU]HGPLRWyZEOLĄV]\FKF]çRZLHNRZLF]HUSLĿF\FK]XPLHMĵWQRēFLORNDOQ\FKU]HPLHēOQLNyZSURPXMĿF\FKUR]ZyMORNDOQHJRU\QNX SUDF\LVSU]\MDMĿF\FKWZRU]HQLXVLĵWUZDç\FKZLĵ]L SRPLĵG]\XĄ\WNRZQLNLHPLSU]HGPLRWHP« ZZZGHVLJQRSDWDJRQLDFRPDU 0DQXHO5DSRSRUWWRDUJHQW\ğVNLµQDOLVWDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 'HVLJQ(QWUHSUHQHXU,<'(]URNX 5 6 7 8 .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 67 ¼ G+ANA 1DQD.ZDGZR'XDKSUH]HV2[\JHQ'3, 3U]H]VLHGHPRVWDWQLFKODWĄ\FLH]DZRGRZH 1DQDSRGĿĄDçRēFLHĄNĿHNVF\WXMĿFHMNDULHU\ ZEUDQĄ\UHNODP\LpXbOiF reOations3R]DçRĄHQLX µUP\2[\JHQ]DMPXMĿFHMVLĵUHNODPĿdesignem LPDUNĿ]QDOD]çRQSDUWQHUDLXWZRU]\çZLĵNV]Ŀ JUXSĵ]VHNWRUD35¨'3,NWyUDREHMPXMHWDNĄH µUPĵZ\GDZQLF]ĿGUXNDUQLĵµUPĵSURGXNXMĿFĿ RSDNRZDQLDLµUPĵēZLDGF]ĿFĿXVçXJLSUHSUHVV -HJRDPELFMĿMHVWSU]HNV]WDçFHQLH*UXS\'3, ZNRQJORPHUDWRIHUXMĿF\SHçHQ]DNUHVXVçXJGOD VHNWRUDLMHJRNOLHQWyZ2VWDWQLR1DQD]DçRĄ\ç 9HUWXSODFyZNĵHGXNDF\MQĿRIHUXMĿFĿV]NROHQLD SUDNW\F]QHLZ\NçDG\SRēZLĵFRQHUR]ZLMDQLX NUHDW\ZQ\FKWHFKQLF]Q\FKLEL]QHVRZ\FKXPLHMĵWQRēFLSRWU]HEQ\FKZEUDQĄ\pXbOiF reOations. ZZZR[\JHQJKDQDFRP 1DQD.ZDGZR'XDKWR]Z\FLĵ]FDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ &RPPXQLFDWLRQV(QWUHSUHQHXU,<&(]URNX ¼ K(NIA .HYLQ2PEDMR'\UHNWRU7UXHEODT*URXS .HYLQWR]DçRĄ\FLHO7UXHEODT*URXSMHGQHM ]QDMZDĄQLHMV]\FKµUPRUJDQL]XMĿF\FKLPSUH]\ Z.HQLLº-DNRG\UHNWRU]DU]ĿG]DMĿF\7UXEODT *URXSZFLĿJXRVWDWQLFKSLĵFLXODWPLDçHP RND]MĵZSR]\W\ZQ\VSRVyEZSç\QĿŇQDĄ\FLH ZLHOXNHQLMVNLFKDUW\VWyZ&HOHPSURMHNWyZ NWyUHQDG]RUXMĵMHVWRWZLHUDQLHPRĄOLZRēFL XWDOHQWRZDQ\POXG]LRP]DSHZQLHQLHLP]DSçDW\ ]DSUDFĵLWR]DSçDW\ZRGSRZLHGQLHMZ\VRNRēFL« ¨PyZL.HYLQ6WXGLD7UXHEODT*URXSSRV]XNXMĿ XWDOHQWRZDQHMPçRG]LHĄ\]XERJLFKURG]LQFKFĿ Z]PRFQLŇMHMZLDUĵZHZçDVQHPRĄOLZRēFLRUD] UR]ZLQĿŇLZ\NRU]\VWDŇMHMWDOHQWPX]\F]Q\*UXSD ]DMPXMHVLĵJçyZQLHRUJDQL]DFMĿLPSUH]NRQFHUWyZ PDUNHWLQJLHPSURGXNFMĿPDWHULDçyZDXGLRZL]XDOQ\FKDOHMHMQDMZLĵNV]ĿVLçĿMHVWZ\NRU]\VW\ZDQLH LPSUH]PX]\F]Q\FKGRSU]HNV]WDçFDQLDVSRçHF]QHM LSROLW\F]QHMWNDQNLSDğVWZD*UXSDPDQDVZRLP NRQFLHXGDQHWUDV\NRQFHUWRZHREHMPXMĿFHFDç\ NUDMZ\GDçDWHĄSç\W\NWyU\FKSU]HND]GRW\F]\ ZDONL]+,9$,'6SU]HPRFĿVHNVXDOQĿJçRGHP EH]URERFLHPLSURPXMHSRNyMLSUDZDF]çRZLHND ZZZWUXHEODTNHQ\DFRP www.trXebOaT.Fom .HYLQ2PEDMRWRNHQLMVNLµQDOLVWDNRQNXUVX British &RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 0XVLF(QWUHSUHQHXU,<0(]URNX ¼ RPA $UWKXU$WWZHOO'\UHNWRU=DU]ĿG]DMĿF\L:VSyç]DçRĄ\FLHO(OHFWULF%RRN:RUNV (OHFWULF%RRN:RUNVWRµUPDVSHFMDOL]XMĿFD VLĵZVWRVRZDQLXLQQRZDF\MQHMWHFKQRORJLL ZWUDG\F\MQHMEUDQĄ\Z\GDZQLF]HMLNROSRUWDĄX =DFKĵFDRQDGRZ\NRU]\VW\ZDQLDWHFKQRORJLL F\IURZ\FKZVSRVyEGRVWRVRZDQ\GRUR]ZLMDMĿF\FKVLĵU\QNyZ-DNRG\UHNWRU]DU]ĿG]DMĿF\ $UWKXUE\çSRP\VçRGDZFĿLZ\NRQDZFĿV]HUHJX SURMHNWyZZ\GDZQLF]\FKZW\PGRW\F]ĿF\FK XVçXJGODPDç\FKLGXĄ\FKZ\GDZQLFWZGUXNRZDQLDQDĄĿGDQLHGRUDG]WZDZ]DNUHVLHHERRNyZ ZDUV]WDWyZSRēZLĵFRQ\FKZ\GDZQLFWZRP F\IURZ\PRUD]QRZ\PVSRVRERPSU]HND]\ZDQLD WUHēFLZNUDMDFKUR]ZLMDMĿF\FKVLĵº$E\]ZLĵNV]\Ň OLF]EĵF]\WHOQLNyZZ53$LZUHJLRQLHNRQLHF]QH MHVWZSURZDG]DQLHLQQRZDFMLLRGNU\ZDQLHWDğV]\FK DOWHUQDW\ZGODWUDG\F\MQHJRPRGHOXU\QNXZ\GDZQLF]HJR.ZHVWLĿSRGVWDZRZĿMHVWGRVWRVRZDQLH WUHēFLGRORNDOQHJRNRQWHNVWXLORNDOQ\FKSRWU]HE co w przypadku Afryki oznacza prawdopodobnie SRU]XFHQLHZV]HONLFKZF]HēQLHMV]\FKSRJOĿGyZQD WHPDWNVLĿĄHNLHERRNyZ«¨XZDĄD$WWZHOO KWWSHOHFWULFERRNZRUNVFRP $UWKXU$WWZHOOWRµQDOLVWDNRQNXUVX%ULWLVK Council RQDJURGĵ,QWHUQDWLRQDO<RXQJ3XEOLVKLQJ (QWUHSUHQHXU,<3(]URNX:ODWDFK ¨E\çSU]HZRGQLF]ĿF\PVLHFL,<3( ¼ RPA Y. Tsai, Dyrektor, Tsai Design Studio $UFKLWHNW<7VDLSURZDG]L]DMPXMĿFĿVLĵZLHORPD G\VF\SOLQDPLµUPĵ7VDL'HVLJQ6WXGLRdesignem SURGXNWyZSURMHNWRZDQLHPPHEOLZQĵWU]LDUFKLWHNWXUĿ$PELFMĿVWXGLDMHVWWZRU]HQLHSURZRNXMĿcego designXNWyU\EĵG]LHQLHNRQZHQFMRQDOQ\ DMHGQRF]HēQLHSHçHQNXOWXUDOQHJRLVSRçHF]QHJR ]QDF]HQLDV]F]HJyOQLHZ53$-HJRSURMHNWRZL SLĵWURZHJRçyĄNDGODG]LHFLNested BXnk Beds ZOXW\PURNXPLHV]NDğF\53$SU]\]QDOLW\WXç º1DMSLĵNQLHMV]HJRSU]HGPLRWXZ53$«.RQFHSFMD SROHJDMĿFDQDSRSUDZLDQLXZDUXQNyZĄ\FLD LOHSV]\PZ\NRU]\VWDQLXSU]HVWU]HQLZSU]HSHçQLRQ\FKPDOXWNLFKWDQLFKGRPDFKSR]ZROLçD<7VDL ]UR]XPLHŇVSRçHF]Q\ZSç\ZdesignXLVNçRQLçDJR GR]DDQJDĄRZDQLDVLĵZG]LDçDOQRēŇSR]DU]ĿGRZHM RUJDQL]DFML6KRHER[+RPHV>GRP\]SXGHçHNSR EXWDFK@NWyUDSURPXMHXNLHUXQNRZDQ\VSRçHF]QLH designGODXERJLFKVSRçHF]QRēFLLVLHURFLğFyZ ZZZWVDLGHVLJQVWXGLRFRP KWWSVKRHER[KRPHVEORJVSRWFRP <7VDLWRµQDOLVWDNRQNXUVX%ULWLVK&RXQFLO o QDJURGĵ,QWHUQDWLRQDO<RXQJ'HVLJQ (QWUHSUHQHXU,<'(]URNX 68 9 10 11-12 .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 69 ¼ WI(LKA %R<7ANIA $P\/HQQR[SUH]HV7ULQLW\&RPPXQLFDWLRQV $P\MHVWZçDēFLFLHONĿ7ULQLW\&RPPXQLFDWLRQV DJHQFMLSODQRZDQLDPHGLyZNWyUDVSHFMDOL]XMHVLĵ ZF\IURZ\PSODQRZDQLX=DçRĄ\çDMĿZUD]]HVZRLP SDUWQHUHP6LPRQHPZURNX=DQLPRWZRU]\çDZçDVQĿµUPĵ$P\SU]H]VLHGHPODWSUDFRZDçD GODGXĄHMJUXS\PHGLDOQHMJG]LHVSHFMDOL]RZDçD VLĵZPHGLDFKF\IURZ\FKLPDUNHWLQJXº5HNODPD F\IURZDVWDçDVLĵ]Z\Nç\PWRZDUHPDMDFKFLDçDP ]DMPRZDŇVLĵF]\PēNUHDW\ZQ\P'ODWHJRZUD] ]SDUWQHUHP]DçRĄ\çDP7ULQLW\«¨Z\MDēQLD$P\ ,FKFHOHPMHVWMDNQDMOHSV]HZ\NRU]\VWDQLHEXGĄHWX UHNODPRZHJRNOLHQWyZGRSURPRZDQLDLFKµUP ]DUyZQRSU]H],QWHUQHWMDNLZLQQ\FKPHGLDFK º3UDFXMHP\]µUPDPL]QDMGXMĿF\PLVLĵZSU]HçRPRZ\FKPRPHQWDFKVZRMHJRF\NOXĄ\FLDEH] Z]JOĵGXQDWRF]\Z\NRU]\VWDç\MXĄRQHPRĄOLZRēFL UHNODP\LQWHUQHWRZHMLWHUD]SRV]XNXMĿQRZ\FK RGELRUFyZF]\WHĄSRU]XFDMĿZçDēQLHFHJç\ L]DSUDZĵQDU]HF]HKDQGOX« ZZZWULQLW\FRPPXQLFDWLRQVFRXN $P\/HQQR[WR]Z\FLĵĄF]\QLNRQNXUVX%ULWLVK &RXQFLORQDJURGĵ8.<RXQJ&RPPXQLFDWLRQV (QWUHSUHQHXU8.<;(]URNX ¼ WI(LKA %R<7ANIA Annegret Affolderbach, Dyrektor, Choolips $QQHJUHWXURG]LçDVLĵZH:VFKRGQLFK1LHPF]HFK DNV]WDçFLçDVLĵZG]LHG]LQLHdesignXZ:LHONLHM %U\WDQLL=DçRĄ\çDµUPĵ&KRROLSVSUDJQĿFSRçĿF]\Ň PRGĵ]HW\NĿº3RV]XNLZDçDPSU]HVWU]HQLNWyUD SR]ZROLçDE\PLQDRGZDĄQHLUyĄQRURGQHG]LDçDQLD DOHUyZQRF]HēQLHZ\PDJDçDE\]UyZQRZDĄRQHJR LKXPDQLWDUQHJRSRGHMēFLDGRPRG\LEUDQĄ\ RG]LHĄRZHM«¨PyZL$QQHJUHW&KRROLSVWZRU]\ PDWHULDç\LVXNLHQNLDREHFQLHZVSyçSUDFXMH]WUDG\F\MQ\PLSURGXFHQWDPLPDWHULDçyZ]*KDQ\DE\ ]URELŇNRPHUF\MQ\XĄ\WHN]WHNVW\OQ\FKSURGXNWyZ IDLUWUDGH*DPDSURGXNWyZ&KRROLSV]GRE\çD V]HUHJQDJUyGDZNUyWFHSRWHP]QDOD]çDVLĵ ZRIHUFLHµUP7RSVKRS$VRVFRP:URNX &KRROLSVQRPLQRZDQRGRSU]\]QDZDQHJRSU]H] EDQN%DUFOD\VW\WXçX,QQRZDF\MQHM)LUP\5RNX ZZZFKRROLSVEORJVSRWFRP $QQHJUHW$IIROGHUEDFKWRµQDOLVWNDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ8.<RXQJ)DVKLRQ (QWUHSUHQHXU8.<)(]URNX ¼ WI(LKA %R<7ANIA 0DUN3XGGOH:çDēFLFLHO0DUN3XGGOH/WG 0DUN3XGGOH/WGWRµUPDNWyUDVNXSLDWU]\URG]DMH G]LDçDOQRēFL0DUNDZ]DNUHVLHV]WXNVFHQLF]Q\FK ¨7KH/RUG&KDPEHUODLQV0HQSURZDG]RQ\SU]H] VDP\FKPĵĄF]\]QPLĵG]\QDURGRZ\REMD]GRZ\ 70 WHDWUV]HNVSLURZVNLG]LDçDMĿF\QDZROQ\P SRZLHWU]XNWyU\FRURNXRGZLHG]D(XURSĵL%OLVNL :VFKyGZ\VWDZLDMĿFV]WXNLZSRQDGPLHMVFDFK LVWRWQ\FKGODG]LHG]LFWZDQDURGRZHJRRUD]DPµWHDWUDFKGODZLGRZQLOLF]ĿFHMSRQDGRVyE ¨:HVW(QG6WDJHQDMV]\EFLHMUR]ZLMDMĿFDVLĵ Z:LHONLHM%U\WDQLLWHDWUDOQDOHWQLDV]NRçDGOD PçRG]LHĄ\ ¨0DUN3XGGOH3URGXFWLRQVµUPD]DMPXMĿFDVLĵ SURGXNFMĿWHDWUDOQĿVSHFMDOL]XMĿFDVLĵZSURGXNFML QDMZ\ĄV]HMNODV\V]WXNWHDWUDOQ\FKZ:LHONLHM %U\WDQLLLSURPRFMLQRZ\FKWDOHQWyZDNWRUVNLFK UHĄ\VHUVNLFKLVFHQRSLVDUVNLFK 1DMZDĄQLHMV]\PFHOHP0DUNDMHVWVWZRU]HQLHPLĵG]\QDURGRZHMVLHFLRVyE]DZRGRZR]DMPXMĿF\FK VLĵV]WXNDPLZLGRZLVNRZ\PLQDFDç\PēZLHFLH NWyUHZ\VWDZLDç\E\EU\W\MVNLHSURGXNFMHºQLH]DOHĄQLHRGWHJRF]\E\ç\E\WRV]WXNLV]HNVSLURZVNLH RGJU\ZDQHQDZROQ\PSRZLHWU]XQRZHV]WXNL QLH]QDQ\FKGRWĿGDXWRUyZNWyUH]GRE\ç\X]QDQLH NU\W\NyZF]\WHĄZDUV]WDW\UR]ZLMDMĿFHXPLHMĵWQRēFLPçRG\FKOXG]L« ZZZPDUNSXGGOHFRP 0DUN3XGGOHWRµQDOLVWDNRQNXUVX British Council o QDJURGĵ8.<RXQJ3HUIRUPLQJ $UWV(QWUHSUHQHXU8.<3$(]URNX ¼ WI(LKA %R<7ANIA 6DP&RQQLII'\UHNWRU=DG]ĿG]DMĿF\/LYLW\ 6DP&RQQLII]DçRĄ\çµUPĵ/LYLW\ZURNX-HM ]DGDQLHPMHVWºZ\NRU]\VWDQLHVLç\PDUHNLVHNWRUD pXbOiF reOationsGRG]LDçDğSURPXMĿF\FK]PLDQĵ VSRçHF]QĿ«/LYLW\ZVSyçSUDFXMH]QDMZLĵNV]\PL PDUNDPLQDēZLHFLH]U]ĿGHPRUJDQL]DFMDPLFKDU\WDW\ZQ\PLLFRQDMZDĄQLHMV]H]PçRG\PLOXGąPL ZVSyçWZRU]ĿFG]LDçDQLDZ]DNUHVLHpXbOiF reOations. º6]F]HJyOQLHLQWHUHVXMHPQLHVSRVyEZMDNL]DFKĵFDVLĵPçRG\FKOXG]LRUyĄQRURGQ\FKWDOHQWDFK GRWZRU]HQLDMDNVLĵLFKWDOHQWRGNU\ZDL]DFKĵFD GRG]LDçDQLDQDHNUDQLHLSR]DQLP:LHU]ĵĄH PDP\RJURPQĿV]DQVĵĄHE\PçRG]LOXG]LH]QDOHąOL VLĵZFHQWUXPUHZROXFMLZQDV]HMEUDQĄ\LVWDOL VLĵµODUHPSU]\V]çHMF\IURZHMJRVSRGDUNLZL]XDOQHM«¨Z\MDēQLD6DP:UDPDFKG]LDçDOQRēFL/LYLW\ 6DPVWZRU]\çSLHUZV]\QDēZLHFLHLQWHUDNW\ZQ\ serial 'XbpOate 'ramaNWyU\IXQNFMRQXMHQDZLHOX SODWIRUPDFK ZZZOLYLW\FRXN 6DP&RQQLIIWR]Z\FLĵ]FDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ8.<RXQJ6FUHHQ (QWUHSUHQHXU8.<6(]URNX 13-16 .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 71 ¼ Sǿ2W(NIA 0LWMD2NRUQ=DçRĄ\FLHO,Q¶XHQ=3LFWXUHV ¼ (S72NIA Andrei Korobeinik, Prezes Rate Solutions 0LWMDQDSLVDçVFHQDULXV]GRVZRMHJRµOPX Z\SURGXNRZDçJRLZ\UHĄ\VHURZDçZZLHNXODW QLHG\VSRQXMĿFSUDZLHĄDGQ\PEXGĄHWHPLEH] ZVSDUFLD]HVWURQ\SDğVWZD-HJRµOPZ\ēZLHWODQR ZFDç\PNUDMXZ\JUDçWHĄQDJURGĵGODQDMF]ĵēFLHM RJOĿGDQHJRVçRZHğVNLHJRµOPXSHçQRPHWUDĄRZHJRURNX6WDçVLĵRQWDNĄHyVP\PQDMF]ĵēFLHM RJOĿGDQ\PµOPHPZKLVWRULLNLQDQLH]DOHĄQHJR Z6çRZHQLL3RVXNFHVLHMDNLPRND]DçVLĵMHJR SLHUZV]\µOP0LWMDRWZRU]\çµUPĵSURGXFHQFNĿ RQD]ZLHGLYLVLRQNWyUD]DMPRZDçDVLĵJçyZQLH SURGXNFMĿZLGHRNOLSyZ3yąQLHMRSXēFLçMĿLRWZRU]\ç,Q¶XHQ=PLĵG]\QDURGRZĿµUPĵSURGXFHQFNĿ SURGXNXMĿFĿµOP\SHçQRPHWUDĄRZHLVHULDOH WHOHZL]\MQH0LWMDF]ĵVWRZ\VWĵSXMH]JRēFLQQ\PL Z\NçDGDPLZFDçHM(XURSLH2SRZLDGDRWZRU]HQLX µOPyZQLVNREXGĄHWRZ\FKL]DFKĵFDPçRG\FKOXG]L GR]DLQWHUHVRZDQLDVLĵNDULHUĿZEUDQĄ\µOPRZHM Po latach pracy na stanowisku dyrektora techniczQHJRZµUPLHLQWHUQHWRZHMZURNX$QGUHL RWZRU]\çSRUWDOVSRçHF]QRēFLRZ\GODQDVWRODWNyZ ¨5DWHHH¨NWyU\VWDçVLĵQDMEDUG]LHMSRSXODUQ\P SRUWDOHPZ(VWRQLLLREHFQLHG]LDçDZSRQDG NUDMDFK$QGUHLQDGDOSURZDG]L5DWHHHGDOHM SUDFXMHQDGQRZ\PLSURMHNWDPLLLQZHVWXMHZQRZH HVWRğVNLHµUP\LQWHUQHWRZH2EHFQLHSUDFXMH Z0LGGOHVEURXJKZ$QJOLL5R]ZLMDQRZĿµUPĵ LQWHUQHWRZĿQDU\QNXEU\W\MVNLP&XWH)XQGFRP -HVWWRSODWIRUPDGODLQZHVWRUyZPDMĿFDQDFHOX XWZRU]HQLHIXQGXV]XLQZHVW\F\MQHJRLXPRĄOLZLHQLHNXSRZDQLDMHGQRVWHNXF]HVWQLFWZDSU]H] Internet. ZZZPLWMDRNRUQVLVKRZUHHO ZZZLQ¶XHQ]SLFWXUHVFRP 0LWMD2NRUQWRVçRZHğVNLµQDOLVWDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 6FUHHQ(QWUHSUHQHXU,<6(]URNX ¼ P2LSKA Ela Skrzypek, Designer Strategiczny, Brand New Idea i Public DSGN (OD]DçRĄ\çDLSU]H]SRQDGODWVWDçDQDF]HOH MHGQHM]QDMZDĄQLHMV]\FKµUPbrand designX Z:DUV]DZLH¨6WXGLR%DNDOLHNWyUDVSHFMDOL]XMHVLĵ ZG]LDçDQLDFKpXbOiF reOations, brandingX]DMPXMH VLĵG]LDçDOQRēFLĿZ\GDZQLF]ĿLUHNODPĿUXFKRPĿ :\NRU]\VWXMĿFVZRMĿZLHG]ĵ]G]LHG]LQ\designX, (ODVWZRU]\çDµUPĵGRUDGF]ĿZ]DNUHVLHbrandingX ¨%UDQG1HZ,GHDNWyUD]DMPXMHVLĵSURFHVDPL NRPXQLNDFMLVHQVRU\F]QHMGODRUJDQL]DFMLNRPHUF\MQ\FKLSXEOLF]Q\FK1DGDOSUDFXMHWHĄGOD3XEOLF '6*1SLRQLHUVNLHMRUJDQL]DFMLFKDU\WDW\ZQHM NWyUDZ\NRU]\VWXMHdesign do ulepszania sektora SXEOLF]QHJRLXVçXJSXEOLF]Q\FKZ3ROVFH(ODMHVW WDNĄHMHGQ\P]F]çRQNyZ]DçRĄ\FLHOL6WRZDU]\V]HQLD7ZyUFyZ*UDµNL8Ą\WNRZHM67*8RUD].OXEX %UDQG'HVLJQ.%' www.brandnewidea.pl www.publicdsgn.pl (OD6NU]\SHNWRSROVNDµQDOLVWNDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 'HVLJQ(QWUHSUHQHXU,<'(]URNX 72 www.ratesolutions.eu $QGUHL.RUREHLQLNWRHVWRğVNL]Z\FLĵ]FDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ ,QWHUDFWLYH(QWUHSUHQHXU,<,(]URNX ¼ R2SJA 6KDVKL0DUW\QRYD6]HIRZDSROLW\NLZ\GDZQLF]HM /LYHERRN3XEOLVKLQJ 3RX]\VNDQLXW\WXçXPDJLVWUDFKHPLLQD8QLZHUV\WHFLHŎRPRQRVRZDZ0RVNZLH6KDVKLRWZRU]\çD GRPZ\GDZQLF]\*D\DWUL3XEOLVKLQJSXEOLNXMĿF\ OLWHUDWXUĵH]RWHU\F]QĿ:URNX6KDVKLLMHM ]HVSyç]PLHQLçDQD]ZĵLFKDUDNWHUµUP\SU]HNV]WDçFDMĿFMĿZ/LYHERRN3XEOLVKLQJ¨Z\GDZQLFWZRVSHFMDOL]XMĿFHVLĵZNVLĿĄNDFKGODkidXOts, F]\OLºGRURVç\FKG]LHFL«¨F]\WHOQLNyZNWyU]\ ZFLĿĄ]DFKRZDOLFLHNDZRēŇZ\REUDąQLĵLSRF]XFLH KXPRUXWDNFKDUDNWHU\VW\F]QHGODG]LHFL6KDVKL LMHMZVSyçSUDFRZQLF\VĿ]QDQLZURV\MVNLHMEUDQĄ\ Z\GDZQLF]HM]XZDJLQDLQWHQV\ZQHLUHZROXF\MQH Z\NRU]\VW\ZDQLHSU]H]QLFKEORJyZKDSSHQLQJyZ GODF]\WHOQLNyZRUJDQL]RZDQ\FKZVç\QQ\FK PRVNLHZVNLFKNOXEDFKRUD]ēZLĿWHF]QHJRF]\F\UNRZHJRZUĵF]SRGHMēFLDGRG]LDçDOQRēFLZ\GDZQLF]HM6]HURNDJDPDSXEOLNDFML/LYHERRN3XEOLVKLQJ REHMPXMHZ\GDZQLFWZDçĿF]ĿFHUyĄQHVW\OH OLWHUDWXU\OLWHUDWXUĵDEVXUGXNVLĿĄNLDUW\VW\F]QH EDēQLHGODºGRURVç\FKG]LHFL«SRZLHēFLQHRSRVW URPDQW\F]QHLLURQLF]QHSRH]MĵSURZRNDF\MQĿRUD] QLHIDEXODUQĿOLWHUDWXUĵSRēZLĵFRQĿNUHDW\ZQRēFL KWWSOLYHERRNVUX 6KDVKL0DUW\QRYDWRURV\MVNDµQDOLVWNDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 3XEOLVKLQJ(QWUHSUHQHXU,<3(]URNX ¼ MAL7A Christopher Gruppetta, Dyrektor Wydawniczy, Merlin Library Ltd :HZF]HVQ\FKODWDFKVLHGHPG]LHVLĿW\FK0HUOLQ /LEUDU\E\çRSLHUZV]\PZ\GDZQLFWZHPQD0DOFLH NWyUHSXEOLNRZDçRNVLĿĄNLGODG]LHFLZMĵ]\NX PDOWDğVNLP2GWDPWHMSRU\NRQFHQWURZDçRVLĵQD Z\GDZDQLXLQQRZDF\MQHMOLWHUDWXU\SLĵNQHMLOLWHUDWXU\IDNWXGODG]LHFLDWDNĄHNVLĿĄHNHGXNDF\MQ\FK 'OD&KULVWRSKHUDºZ\]ZDQLH]ZLĿ]DQH]SUDFĿGOD Z\GDZQLFWZD0HUOLQLSUDF\QDU\QNXPDOWDğVNLP polega na ulepszaniu procesu wydawania NVLĿĄHNGODG]LHFLSRGWU]\P\ZDQLXVWDQGDUGyZ LSURIHVMRQDOL]PXZEUDQĄ\Z\GDZQLF]HMSURGXNFML LPDUNHWLQJXQDU\QNXbiOingwaOnymQDNWyU\P SXEOLNDFMHZMĵ]\NXPDOWDğVNLPQLHXVWDQQLH NRQNXUXMĿ]NVLĿĄNDPLZMĵ]\NXDQJLHOVNLP« ZZZPHUOLQOLEUDU\FRP ¼ 78RCJA +DNNL*RNWDV'\UHNWRU7XUN'LMLWDO :URNX+DNNLRWZRU]\çµUPĵ7XUN'LMLWDO VSHFMDOL]XMĿFĿVLĵZWZRU]HQLXLQQRZDF\MQ\FK LSLRQLHUVNLFKXVçXJLQWHUDNW\ZQ\FKGOD,QWHUQHWX LSODWIRUPWHOHIRQLLNRPyUNRZHMRUD]]DU]ĿG]DQLX QLPL)LUPDVWZRU]\çDLZGURĄ\çDV]HUHJXGDQ\FK SURJUDPyZWDNLFKMDNSRUWDOPX]\F]Q\6RXQGNODQ RUD]3RZHU&OXE¨SLHUZV]\Z7XUFMLOHJDOQ\ LQDMSUĵĄQLHMG]LDçDMĿF\F\IURZ\VNOHSPX]\F]Q\ 3ODWIRUPDPX]\F]QDRGQLRVçDQLHE\ZDç\VXNFHV LG]LDçDREHFQLH]DUyZQRZ6WDPEXOHMDNLZ%XGDpeszcie. ZZZVRXQGNODQFRP +DNNL*RNWDVWRWXUHFNLµQDOLVWDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ ,QWHUDFWLYH(QWUHSUHQHXU,<,(]URNX &KULVWRSKHU*UXSSHWWDWRPDOWDğVNLµQDOLVWD NRQNXUVX%ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO <RXQJ3XEOLVKLQJ(QWUHSUHQHXU,<3(] roku. .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 73 ¼ (GIP7 $GKDP+DIH]=DçRĄ\FLHOL'\UHNWRU3URJUDPRZ\ +D5D.D'DQFH'HYHORSPHQWDQG5HVHDUFK 8URG]RQ\Z.DLU]H$GKDPWRMHGHQ]SLHUZV]\FK DEVROZHQWyZ6]NRç\7DğFD:VSyçF]HVQHJR G]LDçDMĿFHMSU]\NDLUVNLHMRSHU]H-HVW]DçRĄ\FLHOHPLG\UHNWRUHP$GKDP+DIH]&RPSDQ\ RUD]]DçRĄ\FLHOHPLG\UHNWRUHPSURJUDPRZ\P +D5D.DRUJDQL]DFML]DMPXMĿFHMVLĵUR]ZRMHPWDğFD LEDGDQLDPLQDGQLPSLHUZV]HMLQVW\WXFMLWHJR URG]DMXZ(JLSFLH$GKDPMHVWWDNĄHRUJDQL]DWRUHP 7UDQV'DQFH¨IHVWLZDOLWDğFDNWyUHRGE\ZDMĿVLĵ Z(JLSFLH-HVWUyZQLHĄSRP\VçRGDZFĿSXEOLNDFML 'anFe News i Cairography>º:LDGRPRēFL]HēZLDWD WDğFD«Lº.DLURJUDµD«@SRēZLĵFRQ\FKNU\W\F]QHM UH¶HNVMLQDWHPDWWDğFDRUD]SURPRFMLLSRSXODU\]RZDQLXSUDF\HJLSVNLFKFKRUHRJUDIyZRUD] ZVSLHUDQLDLFKSUDF\SRSU]H]VHULĵNU\W\F]Q\FK WHNVWyZ3UDFH$GDPD]ZLĿ]DQH]GąZLĵNLHP UXFKHPJçRVHPDWDNĄHSU]HGVWDZLHQLDLQVWDODFMH Z\NçDG\LZ\GDU]HQLDNXOWXUDOQHSU]HGVWDZLDQR ZFDç\P(JLSFLHēZLHFLHDUDEVNRMĵ]\F]Q\P (XURSLH7XUFML-DSRQLLLWG$GKDPXF]\REHFQLH WDğFDZVSyçF]HVQHJRLV]WXNLSHUIRUPDQFHQD8QLZHUV\WHFLH$PHU\NDğVNLPZ.DLU]HRUD]µQDQVXMH EXGRZĵSODFyZNLGRQDXNLWDğFD ZZZKDUDNDSURMHFWEORJVSRWFRP $GKDP+DIH]WRHJLSVNLµQDOLVWDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 3HUIRUPLQJ$UWV(QWUHSUHQHXU,<3$( z 2008 roku. ¼ LI%AN +DQLD0URXH'\UHNWRUND%HLUXW'&L0HWURSROLV $UW&LQHPD 2UJDQL]DFMD%HLUXW'&]RVWDçD]DçRĄRQDZ URNXSU]H]JUXSĵRVyE]DZRGRZR]DMPXMĿF\FK VLĵNLQHPRUD]DPDWRUyZV]WXNL-HMFHOHPMHVW ]DSHZQLHQLHSRPRF\LZVSDUFLDQLH]DOHĄQ\P DUDEVNLPµOPRZFRPZLFKSUyEDFKSRNRQDQLD SU]HV]NyGVWRMĿF\FKSU]HGQLH]DOHĄQ\PNLQHP DUDEVNLP:UHJLRQLHZNWyU\PPRĄOLZRēŇ Z\UDĄDQLDLQG\ZLGXDOQRēFLMHGQRVWNLMHVWPRFQR RJUDQLF]RQD%HLUXW'&]DFKĵFDVZRLFKSDUWQHUyZ LZVSyçSUDFRZQLNyZGRSURGXNRZDQLDµOPyZ PDMĿF\FK]QDF]HQLHGODVSRçHF]HğVWZDWDNLFK NWyUHNZHVWLRQXMĿ]DVWDQHIRUP\LSU]HNRQDQLD LVWDUDMĿVLĵZSURZDG]LŇ]PLDQ\RUD]QRZHEDUG]LHM RVRELVWHSRGHMēFLHGRNLQDº']LĵNLPRMHMSUDF\ ]%HLUXW'&GRVWU]HJDP¨SRPLPRZ\ēZLHWODQLD SU]H]NRPHUF\MQHNLQDZ/LEDQLHVWDQGDUGRZHJR UHSHUWXDUXµOPRZHJR¨ĄHLVWQLHMHV]HURNDSXEOLF]QRēŇV]F]HJyOQLHZēUyGVWXGHQWyZLPçRG\FK OXG]LNWyUDF]HNDQDNLQRDOWHUQDW\ZQHLDXWRUVNLH« ¨PyZL+DQLD'ODWHJRWHĄSRVWDQRZLçDRWZRU]\Ň QRZHNLQR¨0HWURSROLVNWyUHMHVWSLHUZV]\P ZNUDMXNLQHP¨GRPHPV]WXNL7RPLHMVFHPD ]DSHZQLŇSXEOLF]QRēFLVWDç\GRVWĵSGRUyĄQRURGQ\FKLDPELWQ\FKSURGXNFMLµOPRZ\FK www.beirutdc.org ZZZPHWURSROLVFLQHPDQHW +DQLD0URXHWROLEDğVNDµQDOLVWNDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 6FUHHQ(QWUHSUHQHXU,<6(]URNX ¼ J(M(N 1DVKZDQ$O0DJKDµ'\UHNWRU=DU]ĿG]DMĿF\ <HPHQ%RRN6KRS <HPHQ%RRN6KRS<%6WRMHGQD]ZLRGĿF\FKµUP LPSRUWXMĿF\FKGR-HPHQXSXEOLNDFMHZMĵ]\NX DQJLHOVNLP3RZVWDçDZURNXLE\çDSLHUZV]Ŀ NVLĵJDUQLĿZ-HPHQLHNWyUDVSURZDG]DçDNVLĿĄNL Z\GDZDQHSRDQJLHOVNX1DVKZDQ]DMPXMHVWDQRZLVNRG\UHNWRUD]DU]ĿG]DMĿFHJRRGURNX 2EMĿçMHJG\E\çMHV]F]HXF]QLHPV]NRç\ēUHGQLHM -HJRDPELFMĿE\çDSRSUDZDSR]LRPXRēZLDW\ Z-HPHQLHDZV]F]HJyOQRēFLSRSXODU\]DFMD Mĵ]\NDDQJLHOVNLHJR<%6ZVSyçSUDFXMHREHFQLH ]SRQDGZ\GDZFDPL]86$:LHONLHM%U\WDQLL )UDQFML1LHPLHF:çRFK,QGLL3DNLVWDQX(JLSWX /LEDQXL-RUGDQLL 1DVKZDQ$O0DJKDµWRMHPHğVNL]Z\FLĵ]FD NRQNXUVX%ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO <RXQJ3XEOLVKLQJ(QWUHSUHQHXU,<3(] roku. ¼ =J('N2C=2N( (MIRA7< ARA%SKI( 5DELD=3URMHNWDQWNDPRG\L'\UHNWRU.UHDW\ZQD Rabia Z 5DELD=SRFKRG]L]H=MHGQRF]RQ\FK(PLUDWyZ $UDEVNLFK-HMSDVMDWRPRGDZNWyUHMSUDJQLH SRçĿF]\Ň]HVREĿVW\OLGXFKRZRēŇ-HVWMHGQĿ ]QLHZLHOXSURMHNWDQWHNNWyUHSURMHNWXMĿQD SRWU]HE\ZVSyçF]HVQ\FKPX]XçPDQHN¨ZLHU]\ ĄHVNURPQ\XELyUPRĄHWDNĄHZ\JOĿGDŇVW\ORZR 5DELL=XGDçRVLĵZNUHDW\ZQ\VSRVyE]PRGHUQL]RZDŇNRQFHSFMĵWUDG\F\MQHMPRG\FRXGRZRGQLçD XF]HVWQLF]ĿFZPLĵG]\QDURGRZ\FKSRND]DFK -HMNUHDW\ZQHSURMHNW\QLRVĿSU]HND]ĄHVNURPQRēŇMHVWSLĵNQDZ\JRGQDLçDWZDGRRVLĿJQLĵFLD DMHGQRF]HēQLHSR]ZDODSRF]XŇVLĵGREU]H LSHZQLHZHZçDVQ\PFLHOH 5DELD=WRµQDOLVWND]H=($NRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ )DVKLRQ(QWUHSUHQHXU,<)(]URNX .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 75 ¼ PAKIS7AN 6KDPRRQ6XOWDQ3UH]HV.KDGL :URNX6KDPRRQRWZRU]\çZçDVQĿµUPĵ Z]RUQLFWZDWHNVW\OLyZ¨.KDDGLPLDçDRQDZVNU]HVLŇV]WXNĵUĵF]QHJRWNDQLDPDWHULDçyZLSRQRZQLH ZSURZDG]LŇMĿGRFRG]LHQQHMPRG\6KDPRRQ XZDĄDĄHºUĵF]QLHWNDQHPDWHULDç\WRMHJR]QDN UR]SR]QDZF]\QDU\QNXPRG\«3U]H]G]LHZLĵŇ G]LDçDOQRēFLµUPLH.KDDGLXGDçRVLĵ]QDOHąŇ ZçDVQĿQLV]ĵG]LĵNLV]HURNLHMJDPLHNRORU\VW\F]QHM Z\UDµQRZDQ\PUĵF]QLHWNDQ\PPDWHULDçRP LV]HURNLHPXDVRUW\PHQWRZL .KDDGLRWU]\PDçDF]WHU\QDJURG\6W\OH$ZDUGV GZLHZNDWHJRULLº1DMOHSV]DRG]LHĄPĵVND« LGZLHZNDWHJRULLº1DMOHSV]\VNOHSGHWDOLF]Q\« www.khaadi.biz 6KDPRRQ6XOWDQWRSDNLVWDğVNLµQDOLVWDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ )DVKLRQ(QWUHSUHQHXU,<)(]URNX ¼ IN'I( 9LMD\1DLU'\UHNWRU2QO\0XFK/RXGHU :ZLHNXODW9LMD\1DLU]UH]\JQRZDç]GDOV]HM QDXNLLSRVWDQRZLçUR]SRF]ĿŇNDULHUĵZEUDQĄ\ PX]\F]QHM1DMSLHUZE\çPHQHGĄHUHP]HVSRçyZ :NUyWFHMHJRKREE\SU]HURG]LçRVLĵZSLHUZV]Ŀ Z,QGLDFKDJHQFMĵPHQHGĄHUVNĿGOD]HVSRçyZ QLH]DOHĄQ\FK¨2QO\0XFK/RXGHU20/.LHUXMĿF VLĵ]DVDGĿº]UyEWRVDP«20/VWZRU]\çD&RXQWHU &XOWXUH5HFRUGV&&5DOWHUQDW\ZQĿZ\WZyUQLĵ Sç\WRZĿ]NWyUHMXVçXJPRJOLVNRU]\VWDŇDUW\ēFL QLHG\VSRQXMĿF\]E\WZ\VRNLPLQDNçDGDPLµQDQVRZ\PL:URNXG]LDçDOQRēŇUR]SRF]ĵçDµOLD 20/]DMPXMĿFDVLĵSURGXNFMĿYLGHR¨%DEEOHµVK 3URGXFWLRQV%%)NWyUDSRPDJDQLH]DOHĄQ\P DUW\VWRPEXGRZDŇLFKZL]HUXQHNSRSU]H] WZRU]HQLHZLGHRNOLSyZµOPyZGRNXPHQWDOQ\FK ¬SRGFDVWyZLWS3U]H]RVWDWQLHVLHGHPODW20/ ]DSURVLçDDUW\VWyZQDSRQDGNRQFHUWyZ ]RUJDQL]RZDçDIHVWLZDOHRPLĵG]\QDURGRZHMUHQRPLHZ\GDçDSç\W\QLH]DOHĄQ\FKDUW\VWyZL]DMĵçD PLHMVFHZJURQLHZLRGĿF\FKµUPZLQG\MVNLHM EUDQĄ\PX]\F]QHM ZZZRPOLQ 9LMD\1DLUWRLQG\MVNL]Z\FLĵ]FDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ 0XVLF(QWUHSUHQHXU,<0(]URNX ¼ SRI LANKA /LQGD6SHOGHZLQGH=DçRĄ\FLHONDL'\UHNWRU =DU]ĿG]DMĿFD$FDGHP\RI'HVLJQ 3RW\PMDNZURNX/LQGD]RULHQWRZDçDVLĵ ĄHQD6UL/DQFHQLHPDPRĄOLZRēFLNV]WDçFHQLDVLĵ ZG]LHG]LQLHPRG\LdesignX]DçRĄ\çDAFademy 76 oI 'esign¨$NDGHPLĵ'HVLJQXSLRQLHUVNĿV]NRçĵ RIHUXMĿFĿVWXGLDOLFHQFMDFNLHZG]LHG]LQLHdesignX. 2GPRPHQWXUR]SRF]ĵFLDVZRMHMG]LDçDOQRēFL $NDGHPLDRGJU\ZDçD]QDF]QĿUROĵZUR]ZLMDQLX designXMDNRG\VF\SOLQ\QDXNLRUD]MDNRG\QDPLF]QHMSURIHVMLQD6UL/DQFHº%UDQĄDRG]LHĄRZD WRQDMZLĵNV]\SUDFRGDZFDQD6UL/DQFHNWyU\MHVW RJURPQĿVLçĿQDSĵGRZĿQDURGRZHMJRVSRGDUNL 6UL/DQNL3U]H]RVWDWQLFKWU]\G]LHēFLODWVWDçD VLĵRQDVHNWRUHPRSDUW\PQDZLHG]\NWyUHPX EUDNRZDçRMHGQDN]GROQRēFLZ]DNUHVLHdesignX, XPRĄOLZLDMĿF\FKVNRQFHQWURZDQLHVLĵQDSURMHNWRZDQLXLUR]ZLMDQLXSURGXNWyZSU]H]QDF]RQ\FK GODNRQVXPHQWyZRF]HNXMĿF\FKQDMZ\ĄV]HMMDNRēFL RUD]QLH]EĵGQ\FKGRXWU]\PDQLDNRQNXUHQF\MQRēFL QDU\QNX$NDGHPLDRGJU\ZDçDWHĄZDĄQĿUROĵ ZNV]WDçFHQLXSURMHNWDQWyZG]LĵNLF]HPXEUDQĄD PRGRZDPRJçDSU]HVXQĿŇVLĵZ\ĄHMZçDğFXFKX ZDUWRēFL«3RXGDQ\PUR]SRF]ĵFLXG]LDçDOQRēFL SU]H]$NDGHPLĵ/LQGD]DçRĄ\çDµUPĵ3HVKDNDOD NWyUHMFHOHPMHVWSU]\ZUyFHQLHZ\NRU]\VW\ZDQLD PLHMVFRZ\FKWHNVW\OLyZL]DLQWHUHVRZDQLH PçRG\FKSURMHNWDQWyZUĵNRG]LHçHPSRZVWDMĿF\P ZZLHMVNLFKZVSyOQRWDFK-HMQDMQRZV]\SURMHNW to Centre Ior Creative (nterprise>&HQWUXP .UHDW\ZQHM3U]HGVLĵELRUF]RēFL@NWyUHJR]DGDQLHP MHVWUR]ZLMDQLHVHNWRUyZNUHDW\ZQ\FKZNUDMX 0DRQRVçXĄ\ŇWDNĄHMDNRSODWIRUPDG]LĵNLNWyUHM VSRçHF]QRēŇPLĵG]\QDURGRZD]DSR]QDVLĵ]W\P FRDNWXDOQLHG]LHMHVLĵZW\P]DNUHVLHQD6UL/DQFH :URNX/LQGD]RUJDQL]RZDçDIHVWLZDOdesignX – Sri Lanka 'esign )estivaO. www.aod.lk ZZZVULODQNDGHVLJQIHVWLYDOFRP /LQGD6SHOGHZLQGHWRµQDOLVWNDNRQNXUVX %ULWLVK&RXQFLORQDJURGĵ,QWHUQDWLRQDO<RXQJ )DVKLRQ(QWUHSUHQHXU,<)(]URNX .UHDW\ZQD*RVSRGDUNDL3U]HP\Vç\.XOWXU\&UHDWLYHDQG&XOWXUDO(FRQRP\ &]ĵēŇ ±.UHDW\ZQD*RVSRGDUND3U]HZRGQLNGOD3RF]ĿWNXMĿF\FK 77 $1(.6¨/,7(5$785$ P8%LIKACJ( C<72WAN( L8% WSP2MINAN( W 7<M PR=(W2'NIK8 Creative ,ndXstries 0apping 'oFXment, Dept for Culture, Media and Sport, London, 1998 Creative ,ndXstries 0apping 'oFXment, Dept for Culture, Media and Sport, London, 2001 Staying Ahead: The eFonomiF perIormanFe oI the 8K·s Freative indXstries, E\5$QGDUL+ Bakhshi, :+XWWRQ$2.HHIHDQG36FKQHLGHU The Work Foundation, London, 2007 Creative Britain ² New TaOents Ior the New (Fono my, Dept for Culture, Media and Sport, London, 2008 L(K78R< '2'A7K2W( The FXOtXraO indXstries, E\'+HVPRQGKDOJK6DJH London, 2002 Creative eFonomies, FUHDWLYHFLWLHV$VLDQ (XURSHDQSHUVSHFWLYHVE\/.RQJDQG-2&RQQRU Springer, Berlin, 2009 London·s Freative eFonomy: An aFFidentaO sXFFess", E\-.QHOODQG.2DNOH\7KH:RUN Foundation, London, 2007 0y Freativity reader, E\*/RYLQNDQG15RVVLWHU ,QVWLWXWHRI1HWZRUN&XOWXUHV$PVWHUGDP AIter the CrXnFh, ZZZFUHDWLYHHFRQRP\RUJ 0anagement and Freativity: )rom Freative indXstries to Freative management, by C Bilton, Wiley-Blackwell, Oxford, 2006 COoXd CXOtXre, by Charles Leadbeater, British Council, London, 2010 The FXOtXraO eFonomy oI Fities, by A Scott, Sage, London, 2000 Living on Thin Air, by Charles Leadbeater, Penguin Books, London, 2000 The Creative COass, by R Florida, Basic books, New <RUNZ\GDQLHSROVNLH1DURGRZH&HQWUXP .XOWXU\:DUV]DZD The Creative (Fonomy, E\-RKQ+RZNLQV3HQJXLQ Books, London, 2001 Creative (FoOogies, E\-RKQ+RZNLQV8QLYHUVLW\RI Queensland Press, Queensland, Australia, 2009 Creative Nation, The Australia Council, Sydney, $XVWUDOLD :hat :oXOd GoogOe 'o", E\-HII-DUYLV+DUSHU Collins, New York 2009 Beyond the Freative indXstries: 0apping the Freative eFonomy in the 8nited Kingdom, by Peter +LJJV6WXDUW&XQQLQJKDPDQG+DVDQ%DNVKL NESTA, London, 2009 Creating Growth: +ow the 8K Fan deveOop worOd FOass Freative bXsinesses, NESTA, London,2006 Co[ 5eview oI Creativity in BXsiness, +07UHDVXU\ London, 2005 8K SkiOOs: Prosperity Ior aOO in the gOobaO eFonomy, ¶The LeitFh 5eview·, Dept for %XVLQHVV,QQRYDWLRQ6NLOOV/RQGRQ Gowers 5eview oI ,nteOOeFtXaO Property, +0 Treasury, London, 2006 The Creative (Fonomy 5eport, 81&7$'*HQHYD 1HZ<RUN81&7$'81'3 78 The Art oI ,nnovation, by K Oakley, A Pratt and B Sperry, NESTA, London, 2008 )ramework Ior CXOtXraO StatistiFs, 81(6&2,QVWLWXWH of Statistics, Montreal, Canada, 2009 So what do yoX do" A new TXestion Ior poOiFy in the Freative seFtorE\&KDUOLH7LPVDQG6KHODJK :ULJKW'HPRV/RQGRQ Na Faòym ĞwieFie ÅkreatywnŊ gosSodarkŀµ Sostr]ega siŀ, Mako Fora] waďnieMs]y eOement gosSodarki gOobaOneM R]Ŋdy SaĪstw i sektory kreatywne na Faòym ĞwieFie ]aF]ynaMŊ ]dawaŒ sobie sSrawŀ ] MeM ]naF]enia w kontekĞFie twor]enia mieMsF SraFy, Somnaďania bogaFtwa i ro]woMX kXOtXry WieOka %rytania Mest Oiderem w SromowaniX takiego SodeMĞFia, a wiŀF ro]Xmienia sektoryw kreatywnyFh nie tyOko, Mako siòy naSŀdoweM gosSodarki, aOe rywnieď Mako orŀdownika wòŊF]enia sSoòeF]nego, ryďnorodnoĞFi i ro]woMX PXbOikaFMa ta a takďe Faòa seria, ktyreM Mest ona F]ŀĞFiŊ stanowi wkòad do nas]eM wsSyOneM ba]y wied]y o tym ks]taòtXMŊFym siŀ i Fennym obs]ar]e Po]yFMa nie na sSr]edaď