Please use this identifier to cite or link to this item:
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Internationalisation of Korean performing arts: A case study analysis
Authors: Fillis, Ian
Lee, Boram
Contact Email:
Keywords: Performing arts
International business
South Korea
Issue Date: 2011
Publisher: Emerald Group Publishing
Citation: Fillis I & Lee B (2011) Internationalisation of Korean performing arts: A case study analysis, European Journal of Marketing, 45 (5), pp. 822-846.
Abstract: Purpose - The purpose of this research is to focus on the internationalisation process and experiences of Korean theatre companies. Factors investigated include cultural issues impinging on production values and the roles of entrepreneurial thinking and creativity. An analysis of impacting barriers on performing arts internationalisation is also carried out. Design/methodology/approach - A case study approach was used to investigate the performance and internationalisation activities of five Korean theatre companies that participated in the Edinburgh Festival Fringe. Findings - The exporting of Korean cultural products contributes markedly to the perception and understanding of Korea. Small theatre companies with a tolerance of risk-taking, together with competencies in creativity and entrepreneurial thinking, can help to minimise the effect of unforeseen problems experienced during the internationalisation of theatre productions. Research limitations/implications - The in-depth case study approach adopted here has resulted in the uncovering of data that would not have been unveiled through questionnaire analysis alone. The findings can, however, contribute to future large-scale surveys of the arts industry. Practical implications - The issues identified in this study are also relevant for other forms of internationalising artistic productions. The successful combination of artistic ability and the implementation of entrepreneurial competencies, together with the creative use of limited resources, serve as competitive advantages for the arts organisation. Originality/value - This research promotes a cross-disciplinary approach to arts marketing in general by encouraging the interrogation of fields such as entrepreneurship, small business marketing and internationalisation research.
Type: Journal Article
DOI Link:
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Marketing and Retail Division
SMS Management and Support Team

Files in This Item:
File Description SizeFormat 
Fillis_2011_Internationalisation_of_Korean_performing_arts.pdf137.66 kBAdobe PDFUnder Embargo until 31/12/2999     Request a copy

Note: If any of the files in this item are currently embargoed, you can request a copy directly from the author by clicking the padlock icon above. However, this facility is dependant on the depositor still being contactable at their original email address.

This item is protected by original copyright

Items in the Repository are protected by copyright, with all rights reserved, unless otherwise indicated.

If you believe that any material held in STORRE infringes copyright, please contact providing details and we will remove the Work from public display in STORRE and investigate your claim.