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In this paper, we discuss how “cultural capital” and “symbolic capital,” understood as specialized subsets of intangible resources and capabilities, enable firms to achieve valuable strategic positions in ways that are currently underexplored by mainstream strategy literature. We articulate the similarities and differences between cultural and symbolic capital and the intangible assets that have been the focus of mainstream strategy researchers, such as intellectual, social, and reputational capital. Our theoretical arguments build on insights from a number of studies conducted primarily in non-North American settings that have shown how symbolic properties of products create value. We conclude by delineating future avenues of research that strategy scholarship should consider in order to develop a more comprehensive understanding of the relationships between intangible resources and capabilities, and value creation.

The purpose of this study was to examine a series of retail Web sites for their potential in marketing cultural products to a projected audience of amenable US consumers and draw conclusions for marketing of cultural products to this market segment. Among 1,288 Web sites purported to market cultural products and crafts, a simple random sample of 101 retail Web sites were content analyzed based on the existence of five categories of information related to: company, product, culture, craft media and type, and transaction and fulfilment. The analysis revealed that a scarcity of information about the products, cultures, and artisans would hinder customers from purchasing cultural products. It was hypothesized that Web sites with greater appeal to the potential market segment would need to expand product information to include who, where, and how a product is made and cultural information to include indigenous symbolism and meaning underlying the products and the lives of artisans and families in the country.

This paper aims to analyse the valuation of cultural products and explores what this process means for organizations involved in their production and marketing.

The authors develop the arguments using a number of mini-cases and industry examples.

The main thesis is that the meaningfulness and value ambiguity of cultural products shift the focus of valuation away from the products themselves towards how certain agents in the socio-cultural environment identify and certify these products. This paper discuss how valuation takes place via selection systems and how the nature of cultural products drives the dominance of one selection system over others.

Theories on value creation needs to take consideration of the critical role played by the selection system instead of just the firms that produce these products.

Organizations engaged in producing highly symbolic products need to manage selection systems and related industry dynamics to establish an enduring competitive advantage.

Value creation is a collective social efforts. Every member of the society can play a central role in this process. Better engaging various member of the society to enable them actively participate in the value creation process is what organizations today need to consider, instead of just treating individuals in the society as a “customer” who only passively consume. This research calls for the true empowerment of every member of the society to facilitate collective creativity and participation in the value creation endeavour that benefits the entire society as a whole.

It is the first paper that has created a conceptual link between the type of selection system and product categories. In other words, it takes existing literature on value creation and selection system one step further by creating the alignment or match between types of selection system and types of product categories. Therefore, it offers academics and practitioners a much detailed understanding on how value creation is conducted across different product categories.

This study aims to identify the role of consumer characteristics in cultural consumption tendencies. Additionally, the study examines whether country differences and prior experience in the country affect consumers' cultural consumption tendencies.

The effects of cosmopolitanism, consumer ethnocentrism, individual innovativeness, and lifestyle on cultural consumption tendencies were tested. Moreover, we assess whether country type and prior experience are differentiating factors for cultural consumption tendencies. To this end, two countries – the USA and South Korea, representing Western and Eastern cultures, respectively – were selected to achieve comparable results in two different cultures. The research data were collected from 775 people using an online survey method and analyzed using path analysis and an independent samples t-test.

Consumer characteristics affect cultural consumption tendencies. These effects are culture-specific and cultural product-specific. Cosmopolitanism has a positive impact on cultural consumption tendencies, while consumer ethnocentrism has a negative impact. Individual innovativeness and lifestyle partially affected cultural consumption tendencies. Notably, these effects differ by country type. However, cultural consumption tendencies do not differ according to consumers' prior experience.

This study provides insightful information for e-retailers to be mindful of global consumer characteristics. Accordingly, cultural consumption patterns can be used as the basis for market segmentation. In addition, understanding global consumer characteristics and their cultural product- and culture-specific effects on consumption will help cultural industry players in their segmentation and targeting decisions.

Notwithstanding the rich body of literature on cultural consumption, this study provides consumer-level comparative empirical research from a marketing perspective. Essentially, the study is novel as it reveals the consumer characteristics that affect cultural consumption tendencies.

With the continuous improvement of social and economic development as well as the rising level of demand for spiritual life, the design of cultural and creative products has ushered in new opportunities and challenges. Therefore the research related to cultural and creative products design is an inevitable choice for industrial innovation and market competition. The article aims to analyze the frontier hotspots and trend evolution of theoretical research on cultural and creative design in China by presenting different research fields, personnel and institutions embodied by cultural and creative products, thus providing a forward-looking development reference for China's special cultural and creative product design practice.

In this paper, the visualized citation analysis tool — CiteSpace V is used to analyze and map the relevant literature of Chinese cultural and creative design in CNKI (Chinese National Knowledge Infrastructure) as the data sources, through bibliometric methods, in order to study the application development of Chinese cultural and creative design and provide reference for the application research of Chinese cultural and creative industries.

With the improvement of China's comprehensive strength, cultural self-confidence and strategy are being paid more and more attention by scholars; with the future research of China's cultural and creative design theory, cross-integration becomes the future trend; with the gradual maturity of China's cultural and creative design methodology, how to choose the right method for pioneering research is a difficulty for the future development of cultural and creative design; with the continuous development of China's economy, the method construction of innovative cultural and creative industry system becomes the focus of future research; with the continuous progress of science and technology, the integration of emotion and product industry is the mainstream of future development on cultural and creative design.

Through an objective empirical analysis of the development of Chinese cultural and creative products, it will broaden the research horizons of relevant scholars, understand the development direction of China's cultural and creative industries, enrich the design practice application of Chinese cultural and creative products, enhance the understanding of international counterparts on Chinese cultural and creative design research and promote the exchange among international counterparts.

The purpose of this paper is to outline a framework for marketing cultural goods (e.g. music) to global markets by examining modes of entry and positioning strategies used by media producers of the South Korean music industry.

An historic analysis was implemented to investigate the modalities and structures through which cultural products are produced and disseminated. Data for this study came from 314 articles collected from www.allkpop.com, a leading English-language, South Korean popular culture news site.

The cultural technology framework consists of the institutionalization of cultural technology, exportation of cultural content, collaborations with local talent, and joint ventures with local markets.

The findings emerge from an analysis of South Korean popular music industries, and further research is needed to generalize the results across cultural industries.

The cultural technology framework can be applied to cultural industries such as music, film, comics, and art, where culture and language could be barriers to adoption.

This study outlines a framework for the modes of entry and positioning strategies of cultural goods (e.g. music) in international markets. Extant literature has examined global marketing from the purview of durable consumer goods and brands, with limited insights into cultural products. More broadly, this paper addresses the call for more qualitative inquiry into international marketing topics.

Although recent models of place branding have proposed culture as a crucial element in establishing a strong place or nation brand, the way in which cultural products influence the brand equity of other products from the same nation has not yet been studied. This study aims to argue that when a nation has strong legal institutions, as perceived by investors and managers, it offers fertile soil for cultivating cultural products that, when exported, can act as “cultural ambassadors,” promoting the country image in the minds of consumers and the value of the country's brands.

Exports of cultural products are provided by UNESCO. Valuable brands are those that brand finance included in its global top 500 most valuable brands list. The rule of law is provided by the World Bank. Panel regression models are used.

Supporting the hypotheses, exports of cultural products show positive effects on the value of brands from that country, and the rule of law shows positive effects on exports of cultural products.

Policymakers could improve the brand value of local firms by promoting exports of cultural products. To do so, policymakers should initiate judicial reforms that strengthen the rule of law to protect contracts and property rights.

This study examines the hitherto underexplored effects that a country's cultural product exports have on the brand value of firms from that country. Most prior research has focused on factors affecting imports of cultural products.

With the development of science and technology, more creators are trying to use new crafts to represent the cultural trends of the social media era, which makes cultural heritage innovative and new genres emerge. This compels the academic community to examine craft from a new perspective. It is very helpful to understand the hidden representational structure of craft more deeply and improve the craft innovation system of cultural and creative products that we deconstruct the craft based on Complex Network and discover its intrinsic connections.

The research crawled and cleaned the craft information of the top 20% products on the Forbidden City’s cultural and creative products online and then performed Complex Network modeling, constructed three craft representation networks among function, material and technique, quantified and analyzed the inner connections and network structure of the craft elements, and then analyzed the cultural inheritance and innovation embedded in the craft representation networks.

The three dichotomous craft representation networks constructed by combining function, material and technique: (1) the network density is low and none of them has small-world characteristics, indicating that the innovative heritage of the craft elements in the Forbidden City’s cultural and creative products is at the stage of continuous exploration and development, and multiple coupling innovation is still insufficient; (2) all have scale-free characteristics and there is still a certain degree of community structure within each network, indicating that the coupling innovation of craft elements of the Forbidden City’s cultural and creative products is seriously uneven, with some specific “grammatical combinations” and an Island Effect in the network structure; (3) the craft elements with high network centrality emphasize the characteristics of decorative culture and design for the masses, as well as the pursuit of production efficiency and economic benefits, which represent the aesthetic purport of contemporary Chinese society and the ideological trend of production and life.

The Forbidden City’s cultural and creative products should continue to develop and enrich the multi-coupling innovation of craft elements, clarify and continue their own brand unique craft genes, and make full use of the network important nodes role.

This paper aims to assess the effects of the Chinese cultural element in the brand logo (CCEBL)-product function congruence and CCEBL-brand image congruence on consumer-brand identification and subsequent purchase intention. The authors also explore the moderating role of cultural element authenticity in the process of consumer-brand identification formation.

An online survey was conducted in China between January and February 2021. A total of 340 valid responses were collected and analyzed. A bootstrap method was employed to verify the hypotheses.

CCEBL-product function congruence and CCEBL-brand image congruence significantly improve consumers' purchase intentions, and the effects vary among product categories. Consumer-brand identification mediates these relationships. Finally, the relationships between CCEBL-product function congruence, CCEBL-brand image congruence, and consumer-brand identification are moderated by cultural element authenticity.

This is one of the first studies to investigate how local cultural elements in brand logos affect purchase intentions in the context of ethnocentrism. Additionally, this study advances the understanding of brand logo design by explaining and comparing the differences in the effectiveness of local cultural elements in brand logos among utilitarian and hedonic products. Additionally, this study links authenticity to cultural marketing and thus contributes to the literature.

American cultural influence is evident throughout the world to varying degrees. The purpose of this paper is to examine factors that influence the extent to which a particular country adopts elements of American culture. Factors related to information, ideas, technology, goods, and capital as well as cultural proximity are used to explain the degree of Americanization a country exhibits.

A conceptual framework is developed that looks at culture, Americanization and the related construct of internationalization. The extent of consumption of products related to American culture in a sample of 23 Organization for Economic Cooperation and Development countries was examined. These included the number of McDonald's per capita, amount spent on US filmed entertainment, including television, and imports from the USA.

Cultural proximity to the USA was found to be associated with a greater degree of Americanization as evidenced by more McDonald's per capita and greater consumption of filmed entertainment from the USA. A country's openness to trade, as indicated by exports, foreign direct investment, and tourism, negatively influenced consumption of filmed entertainment. A country's progressiveness was weakly related to the number of McDonald's. None of the independent variables influenced imports from the USA.

The role of cultural proximity in fostering the adoption of products with cultural content suggests that it may be useful, along with other factors, in identifying attractive markets. Further, while this study focused on the spread of American culture, the fundamental process underlying the spread of other cultures should be similar.

The paper is unique in that it attempts to look analytically at surrogates of American influence in other countries, rather than rely on anecdotal accounts. It uses measures that may have broader applicability and lays the foundation for additional inquiries.