Whilst reviewing IPA websites for the annual GDP Global benchmarking study I come across IPAs promoting clusters in every type of sector and location. However there are real clusters and there are collections of firms grouped together that might one day evolve into clusters.
Unfortunately the term cluster is now so widely used to describe very different business entities and arrangements that its use as a descriptive term adds little to a potential investor’s understanding. Sadly cluster has joined the list of overused IPA cliches that includes those favourites “world leading” , “the heart of…” and “the gateway to…”.
The question for IPAs with a functioning cluster in their region is how to differentiate their situation from that of a rival region who are describing a collection of unrelated firms as a cluster. IPAs with real clusters need to demonstrate the dynamic nature of their cluster and explain the interconnectedness of their resident firms. On the website this can be achieved by:
- Featuring news stories that illustrate local collaborations between firms and institutions.
- Providing links to and coverage of cluster focused business organisations promoting news of truly world leading products (be selective) emanating from the cluster.
