TY  - JOUR 
TI  - Creating a Competitive Advantage: The Exoticism of Tango and Salsa From Cali, Colombia
PB  - Ecole Des Hautes Etudes Commerciales De Montreal
PY  - 2016
issn 1480-8986
AB  - The authors propose a competitive strategy for the performing arts:\ncreating a geographic paradox that results in consumers' perception of\nan exotic product. Through a qualitative approach, in-depth interviews\nand documentary research, they gathered information on two cases in the\nperforming arts (dance): Jacaranda and Ancizar Velasquez. Both cases\nshow how entrepreneurs can focus on cultural traditions that are not\nlocal. It is possible to track their success through the foreign dances\noffered in their own country and traditional dances offered to a foreign\naudience. The authors conclude that cultural organizations can gain a\ncompetitive advantage by introducing artistic products in a foreign\ncontext where they will be perceived as exotic and autochthonous. A\npractical implication of this work is that artists and cultural\norganizations may exploit what is perceived as an exotic tradition and\nas a consequence strengthen cultural industries and preserve cultural\ntraditions.
KW  - Economía
KW  - Economics
KW  - Artes escénicas
KW  - Estrategia competitiva
KW  - Consumidores
KW  - Organizaciones culturales
UR  - http://hdl.handle.net/10906/81332
ER  -