Abstract
Determining how to operate in foreign markets is challenging for the performing arts (PA) because the particular nature of their activities necessarily entails sustainable complexities. This study aims to extend understanding of the internationalization of PA to shed light on the strategic decisions adopted by cultural agents to achieve an economic and cultural objective—generating international income while ensuring the symbolic value of cultural products rooted in local values. A longitudinal empirical case of one leading enterprise in international flamenco production with a successful history in international markets is reported here, and in-depth insights into four strategic decisions that can boost the sustainable internationalization of PA are gained: why (motivations), what (product), where (market selection), and how (entry modes). The results have theoretical and practical implications for a cultural sector with few examples of internationalization that is seeking for international markets to become sustainable while being subject to public financing cuts, strong competition, and globalization. The important role of intermediaries in bridging the gaps between different actors of the PA value chain and in assuring sustainable cultural management of the internationalization process is also identified.
Highlights
Cultural industries are in a strategic position to promote economic growth, job creation, and social cohesion [1,2,3]
Inductive qualitative methods are considered because they offer a deep immersion in an international flamenco producer over time, allowing to gather a rich mix of data, which can provide insightful explanations about international strategic decisions taken by performing arts agents that are difficult to identify or measure through quantitative methods [44]
We looked at the performing arts subsector from an internal perspective in order to reveal how it manages “the international strategy” in order to ensure its economic, social, and cultural sustainability, ensuring the satisfaction of the international audience while maintaining the authenticity of the symbolic value of the products, and the sustainability of the organizations through business practices
Summary
Cultural industries are in a strategic position to promote economic growth, job creation, and social cohesion [1,2,3]. Culture is the forth pillar of sustainable development, and ensuring the continued existence of cultural industries is important [4]. Many cultural activities are struggling to survive, acquire financial sustainability, and develop effective strategies without compromising artistic integrity and values [5]. Internationalization has become increasingly important to the competitiveness of cultural industries in general, and the performing arts (PA) in particular [10]. Internationalization is often proposed as a strategy for the PA, as an economic sector, to increase revenue and overcome the financial sustainability problems of many organizations in the sector [11,12]. Globalization has generated new challenges and new demands on these organizations [11]—the expansion of American culture [13] and the loss of identity and local values—all of which impact sustainable development
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
