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Internationalization Strategies in Music Festivals

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  • Amélia Maria Pinto da Cunha Brandão
  • Rodrigo Ferreira de Oliveira

Abstract

The internationalization of music festivals is a very recent and very complex process – due to the subjectivity of the theme – that encompasses the areas of management, internationalization, and culture, and has intensified in recent years. This paper investigates the ways in which music festivals are currently internationalized and the internal processes prior to this decision. Its primary objective is to identify the main strategies of internationalization used by companies owning cultural goods, such as music festivals. Another goal is to fill an academic gap between internationalization theories and cultural management, contributing with the compilation and description of the main techniques employed by the market through a qualitative approach to the methodology and content analysis on decision-makers’ interviews. The results can confirm the internationalization model mostly used by the sector, which prefers a phased method. Main entry strategies, territory-choosing process, and motivations and reasons behind this process are also investigated. JEL Codes - F23; F22; F6; L82; M16; M31; Z11

Suggested Citation

  • Amélia Maria Pinto da Cunha Brandão & Rodrigo Ferreira de Oliveira, 2019. "Internationalization Strategies in Music Festivals," Scientific Annals of Economics and Business (continues Analele Stiintifice), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 66(si), pages 91-112, September.
    • Handle: RePEc:aic:saebjn:v:66:y:2019:i:si:p:91-112:n:155
    DOI: 10.47743/saeb-2019-0018
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    More about this item

    Keywords

    internationalization strategies; music festivals; globalization; cultural industries; music industry;
    All these keywords.

    JEL classification:

    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business
    • F22 - International Economics - - International Factor Movements and International Business - - - International Migration
    • F6 - International Economics - - Economic Impacts of Globalization
    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature

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