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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.

Archaeological sites and monuments, by their nature, do not allow major interventions to their structure, in order to abolish the obstacles that make them inaccessible. Any interventions should be made sensitively and carefully, so as not to alter the monument’s character or damage it, either visually or structurally. The project “PROSPELASIS” focused on creating a methodology for facing monuments’ accessibility and perceptibility problems for people with disabilities and testing its application at Byzantine monuments of Thessaloniki. The paper aims to discuss these issues.

The creation of the proposed methodology was based on both research in relevant bibliography and the application of a form of “Delphi method” among involved actors. In this process persons specialized in accessibility and disability issues, persons with disability themselves, as well as employees of the 9th Ephorate of Byzantine Antiquities, archaeologists and experts in monuments’ restoration, participated.

The possible sites of interest for visitors with disabilities examined amount to 20 monuments which document the evolution of Byzantine architecture and are included in UNESCO’s World Heritage List. In six major monuments (Acheiropoietos, Saint Demetrios, Saint Nicholaos Orphanos, Hagia Sofia, Rotunda, Heptapyrgion Fortress) significant accessibility improvements were realized in order to verify the methodology proposed.

A practical tool for improving monuments’ accessibility has been developed, open for use by any interested body.

The application of the methodology developed is beneficial for the promotion of the equality and non-discrimination principles.

The successful implementation of the proposed methodology and the importance that accessibility improvement of monumental sites has in the attraction of visitors with restricted mobility and perceptibility and the development of accessible tourism, constitute the results of this project not only pertinent to Thessaloniki or Greece, but worthy of a wider application.

Aim of the present monograph is the economic analysis of the role of MNEs regarding globalisation and digital economy and in parallel there is a reference and examination of some legal aspects concerning MNEs, cyberspace and e‐commerce as the means of expression of the digital economy. The whole effort of the author is focused on the examination of various aspects of MNEs and their impact upon globalisation and vice versa and how and if we are moving towards a global digital economy.

This paper aims to explore how sub-national or regional cultural differences influence backers’ willingness to crowdfund projects. The paper also explores how migrant transnationalism influences the impact of backer’s sub-national culture and crowdfunding relationships.

This paper is based on the experimental design technique using analysis of covariance methods. The authors tested the study hypotheses on a sample of 790 respondents.

The study results suggest that individuals differ in their intent to crowdfund product campaigns depending on value congruence between their cultural values derived from the region to which they belong and the nature of the product category, such as environmentally friendly or happiness-enhancing products.

This paper explores the role of regional cultural differences in determining the intention to crowdfund different campaigns based on the nature of the product. Value congruence, as driven by regional cultural differences with crowdfunding campaigns, has not been explored before.

The paper aims to reveal how the Chinese government has tried to regulate transnational cultural flows by applying cultural policies.

The paper compares the dissemination of different foreign television programmes in China since the 1980s. The documents of cultural policy released since 1990s, news reports and the statistics of imported dramas since 2000s will be analyzed.

The research finds that the Chinese government has treated cultural products from different countries in unequal ways. Political-diplomatic relationships and the need for ideological control, influence the making of cultural policy. Restricting the quota of imported dramas, censorship and propaganda are measures taken by the Chinese government to regulate transnational cultural flows.

The paper mainly focuses on platforms such as state-owned television stations and internet. The role of pay-cable channel in disseminating imported dramas should be taken into consideration in the future research.

The paper provides a systematic understanding on the development of Chinese cultural policy.

The paper offers an alternative approach to explore the policy-oriented dissemination of transnational cultural flows other than market-oriented dissemination.

Presents a conceptual framework that attempts to bridge the lag between strategic need and international human resource (IHR) support practices. Looks at the idea of competencies being an alternative to the traditional construct of jobs. Presents a model consisting of three balanced transnational competencies. Concludes with a series of HR applications of the model.

The purpose of this paper is to investigate how visual aesthetic referents used in branding can help foster a transnational imagined community (TIC). The authors use brands embedded with Middle Eastern visual aesthetics as a research context. As such, the study aims to examine how Middle Eastern non-figurative art is used by non-Middle Eastern brands to foster an imagined Middle Easternness.

Through a critical visual analysis, the authors apply a visual social semiotic approach to Middle Eastern art canons to better understand the dimensions of transnational imagined communities.

The study finds and discusses six sub-dimensions of Middle Easternness, which compose two overarching dimensions of TIC, namely, temporal and spatial. These sub-dimensions provide brand managers and designers with six different ways to foster transnational imagined communities through the use of visual aesthetic referents in branding.

This research identifies the specific visual sub-dimensions of brands that enable transnational communities to be imagined.

Understanding the visual aesthetic sub-dimensions in this study provides brand managers with practical tools that can help develop referents that foster transnational imagined communities in brand building to achieve competitive advantage and reach a transnational segment.

Prior studies have primarily focussed on how visual aesthetics help in understanding issues related to national identity. In contrast, this paper examines the use of visual aesthetics in branding from a transnational perspective.

Cosmopolitanism represents a complex, multilevel, multilayer phenomenon manifested in a variety of social spheres, including moral, political, social, and cultural. Yet, despite its prominence in other disciplines, cosmopolitanism has received relatively scant attention in international management research. Furthermore, the understanding of cosmopolitanism as an ever-present social condition in which individuals are embedded lags significantly behind.

In this chapter, we develop a conceptual framework for cosmopolitanism as an individual-level phenomenon situated at the intersection of the moral, political, and sociocultural perspectives. The framework explicates the interrelations between macrolevel dynamics and individual experiences in a globalized world. We conceptualize cosmopolitanism as an individual disposition manifested and enacted through identities, attitudes, and practices. We also highlight the diversity of individuals who can be considered cosmopolitans, including those who may not possess the classic cosmopolitan CV. Finally, the chapter explores the implications of cosmopolitanism for global organizations and global leadership.

The conceptual framework of Multicultural Hybridism is adopted to reflect the emerging themes of transnationalism and superdiversity in the context of ethnic minority migrant entrepreneurs breaking out of their ethnic enclaves into mainstream economy. It is constructed as an extension of Mixed Embeddedness theory (Kloosterman, 2006), given that ‘Multicultural Hybrid’ (Arrighetti, Daniela Bolzani, & Lasagni, 2014) firms display stronger resilience with a higher survival rate than enclaved businesses (Kloosterman, Rusinovic, & Yeboah, 2016). With further integration of incremental diversification typology (Lassalle & Scott, 2018), the current study adopts Multicultural Hybridism as a lens to explore the opportunity recognition capabilities of transnational, migrant entrepreneurs who are facilitated by the hybridity of opportunity recognition (Lassalle, 2018) from linking host-country and home-country cultures. The hybridity of opportunity recognition focuses on access to markets and resources between transnational ethnic and local multicultural mainstream markets. Through the theoretical lens of Multicultural Hybridism, interviews with 16 Birmingham-based Chinese migrant entrepreneurs have been analysed to shape a dynamic understanding of the multifaceted concept of breakout in a superdiverse and transnational context. The multilayered interpretation of breakout provides an enhanced understanding of the diversity of hybridism between transnational ethnic and local multicultural mainstream markets. This is seen from the perspectives of firm growth and social integration in the current locations and future spaces of transnational migrant entrepreneurs. It goes beyond the narrow imagination of breakout as an economic assimilation process, avoiding the singular conceptualisation of the host-country mainstream market as the only breakout destination for transnational ethnic entrepreneurs.

The purpose of this paper is to investigate the relevance of the mixed embeddedness thesis (Kloosterman, 2010; Rath and Kloosterman, 2002) to businesses with a more transnational mode of operation.

Interviews with the owner managers of a sample 24 Vietnamese businesses in London were undertaken to develop an understanding of how micro (individual resources: social, financial and cultural/human capital, and history of migration), meso (local, regional and national markets) and macro (politico-institutional) factors in the UK and overseas influenced business development.

The findings illustrate how business development is influenced not just by the interaction of the local (UK) opportunity structure and the entrepreneur’s resources, as suggested by the mixed embeddedness thesis, but also by institutional regimes, economies and markets in key countries of the diaspora, and the interaction of these. The extent to which new transnational opportunities can be exploited, however, depends on access to the necessary local and transnational forms of capital.

The empirical evidence presented is used to present a re-working of the mixed embeddedness thesis to provide a framework for understanding the drivers of transnational entrepreneurship.

The paper presents new empirical knowledge of transnational activity amongst the UK Vietnamese business community – a little known refugee community. Conceptually, the paper offers a theoretical development of the mixed embeddedness thesis to enable it to provide an explanation of transnational entrepreneurship amongst new migrant communities.