Global cities and cultural experimentation: Cosmopolitan–local connections

Pilar Rojas Gaviria, Julie Emontspool

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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Resumé

Purpose: Studying the cultural dynamics of expatriate amateur theater in Brussels, this paper investigates multicultural marketplace development in contemporary global cities.
Design/methodology/approach: The paper performs an interpretive analysis of the expatriate amateur scene in Brussels from an ethnographic perspective, combining observations of rehearsals and performances, in-depth interviews with actors, directors and audience, and secondary data.
Findings: The fluidity of global cities allows their inhabitants to engage in collective creative processes of cultural experimentation, performing a continuous back-and-forth movement between hybridization and pluralization. The former creates enough homogeneity for the expatriates to feel targeted; the latter ensures a level of cultural diversity necessary to satisfy their cosmopolitan aspirations.
Practical implications: The paper points to the important role of global cities for cultural experimentation. Such cities are not only an interesting market for culturally diverse products, but also learning hubs. Managers willing to address multicultural marketplaces might target these markets with dynamic cultural offers that ensure a balance between rendering a product globally appreciated and recognizable, and maintaining a cosmopolitan appeal for consumers in search of diversity.
Originality/value: The paper introduces global cities as markets in continuous reconstruction, depending heavily on collective cultural interactions. It turns the attention of the research community to the collective, reflexive, and experimental aspects of symbolic consumption. It does this by introducing the concept of cultural experimentation. Finally, it shows how arts and cultural products can function as valuable contexts for international marketing research, providing original insights into market dynamics and cultural experimentation in multicultural environments.
OriginalsprogEngelsk
TidsskriftInternational Marketing Review
Vol/bind32
Udgave nummer2
Sider (fra-til)181-199
ISSN0265-1335
DOI
StatusUdgivet - maj 2015

Fingeraftryk

Global city
Experimentation
Expatriates
Market dynamics
Hybridization
Secondary data
Hub
Interaction
Cultural diversity
Target markets
Design methodology
In-depth interviews
Art
International marketing research
Managers
Aspiration
Homogeneity
Interpretive

Citer dette

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title = "Global cities and cultural experimentation: Cosmopolitan–local connections",
abstract = "Purpose: Studying the cultural dynamics of expatriate amateur theater in Brussels, this paper investigates multicultural marketplace development in contemporary global cities. Design/methodology/approach: The paper performs an interpretive analysis of the expatriate amateur scene in Brussels from an ethnographic perspective, combining observations of rehearsals and performances, in-depth interviews with actors, directors and audience, and secondary data. Findings: The fluidity of global cities allows their inhabitants to engage in collective creative processes of cultural experimentation, performing a continuous back-and-forth movement between hybridization and pluralization. The former creates enough homogeneity for the expatriates to feel targeted; the latter ensures a level of cultural diversity necessary to satisfy their cosmopolitan aspirations. Practical implications: The paper points to the important role of global cities for cultural experimentation. Such cities are not only an interesting market for culturally diverse products, but also learning hubs. Managers willing to address multicultural marketplaces might target these markets with dynamic cultural offers that ensure a balance between rendering a product globally appreciated and recognizable, and maintaining a cosmopolitan appeal for consumers in search of diversity.Originality/value: The paper introduces global cities as markets in continuous reconstruction, depending heavily on collective cultural interactions. It turns the attention of the research community to the collective, reflexive, and experimental aspects of symbolic consumption. It does this by introducing the concept of cultural experimentation. Finally, it shows how arts and cultural products can function as valuable contexts for international marketing research, providing original insights into market dynamics and cultural experimentation in multicultural environments.",
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Global cities and cultural experimentation : Cosmopolitan–local connections. / Rojas Gaviria, Pilar; Emontspool, Julie .

I: International Marketing Review, Bind 32, Nr. 2, 05.2015, s. 181-199.

Publikation: Bidrag til tidsskriftTidsskriftartikelForskningpeer review

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AB - Purpose: Studying the cultural dynamics of expatriate amateur theater in Brussels, this paper investigates multicultural marketplace development in contemporary global cities. Design/methodology/approach: The paper performs an interpretive analysis of the expatriate amateur scene in Brussels from an ethnographic perspective, combining observations of rehearsals and performances, in-depth interviews with actors, directors and audience, and secondary data. Findings: The fluidity of global cities allows their inhabitants to engage in collective creative processes of cultural experimentation, performing a continuous back-and-forth movement between hybridization and pluralization. The former creates enough homogeneity for the expatriates to feel targeted; the latter ensures a level of cultural diversity necessary to satisfy their cosmopolitan aspirations. Practical implications: The paper points to the important role of global cities for cultural experimentation. Such cities are not only an interesting market for culturally diverse products, but also learning hubs. Managers willing to address multicultural marketplaces might target these markets with dynamic cultural offers that ensure a balance between rendering a product globally appreciated and recognizable, and maintaining a cosmopolitan appeal for consumers in search of diversity.Originality/value: The paper introduces global cities as markets in continuous reconstruction, depending heavily on collective cultural interactions. It turns the attention of the research community to the collective, reflexive, and experimental aspects of symbolic consumption. It does this by introducing the concept of cultural experimentation. Finally, it shows how arts and cultural products can function as valuable contexts for international marketing research, providing original insights into market dynamics and cultural experimentation in multicultural environments.

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