Art and design as competitive advantage: A creative enterprise cluster in the Western United States

Abstract

The creative enterprise cluster consists of companies that take their principal competitive advantage from a distinctive appearance, form, content, or sound that they embed or embody in their products or services. They include large numbers of micro-enterprises, freelancers, and design manufacturers, which loosely comprise a 'creative enterprise cluster'. The US state of Montana has such a cluster. It includes artisan firms, native American businesses, freelancers, and design manufacturers, many of which are included in government business databases. Montana's biodiversity, low population density, independent lifestyle, and cultural heritage have drawn large numbers of creative enterprises and entrepreneurs, which have led to support network of associations, cooperatives, galleries, suppliers, and educators. A study of the cluster for the Montana Governor's office(1) led to a number of recommendations that included recognizing recognition as economic development, increasing emphasis on arts and design in education, forming local and international marketing networks, establishing specialized business service centres, and matching artists with manufacturers. As a result, the state selected this cluster for further targeted support and development.