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Intangible Cultural Heritage, Marketing and Intellectual Property for Sustainable Livelihoods : The Case of HIPAMS

Author

Listed:
  • Charlotte Waelde
  • Diego Rinallo

    (EM - EMLyon Business School)

  • Ananya Bhattacharya
  • Harriet Deacon
  • Anindita Patra
  • Rajat Nath
  • June Taboroff
  • Benedetta Ubertazzi
  • Charlotte Cross
  • John D. Giblin

Abstract

"How can marketing and intellectual property (IP) help marginalised communities harness their intangible cultural heritage (ICH) to contribute to sustainable livelihoods while avoiding the perils of over-commercialisation? This is the central question that is addressed in this chapter which starts by highlighting the legal frameworks for IP and how these are quite different from those for safeguarding of ICH. While both seek to regulate information, they do so with very different underpinning theories, goals and tools. By reference to the HIPAMS project, the chapter explains how IP can be used to underpin marketing strategies when heritage bearer communities commercialise their ICH showing how, in practice, IP can be a useful tool in pursuit of sustainable development"

Suggested Citation

  • Charlotte Waelde & Diego Rinallo & Ananya Bhattacharya & Harriet Deacon & Anindita Patra & Rajat Nath & June Taboroff & Benedetta Ubertazzi & Charlotte Cross & John D. Giblin, 2022. "Intangible Cultural Heritage, Marketing and Intellectual Property for Sustainable Livelihoods : The Case of HIPAMS," Post-Print hal-04325767, HAL.
    • Handle: RePEc:hal:journl:hal-04325767
    as

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