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dc.contributor.authorFillis, Ianen_UK
dc.contributor.authorLee, Boramen_UK
dc.description.abstractPurpose - 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.en_UK
dc.publisherEmerald Group Publishingen_UK
dc.relationFillis I & Lee B (2011) Internationalisation of Korean performing arts: A case study analysis. European Journal of Marketing, 45 (5), pp. 822-846.
dc.rightsThe 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.en_UK
dc.subjectPerforming artsen_UK
dc.subjectInternational businessen_UK
dc.subjectSouth Koreaen_UK
dc.subjectPopular culture Korea (South)en_UK
dc.subjectTheater Korea (South)en_UK
dc.titleInternationalisation of Korean performing arts: A case study analysisen_UK
dc.typeJournal Articleen_UK
dc.rights.embargoreason[Fillis_2011_Internationalisation_of_Korean_performing_arts.pdf] The publisher does not allow this work to be made publicly available in this Repository therefore there is an embargo on the full text of the work.en_UK
dc.citation.jtitleEuropean Journal of Marketingen_UK
dc.type.statusVoR - Version of Recorden_UK
dc.contributor.affiliationMarketing & Retailen_UK
dc.contributor.affiliationSMS Management and Support Team - LEGACYen_UK
rioxxterms.typeJournal Article/Reviewen_UK
local.rioxx.authorFillis, Ian|en_UK
local.rioxx.authorLee, Boram|en_UK
local.rioxx.projectInternal Project|University of Stirling|
Appears in Collections:Marketing and Retail Journal Articles

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