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Determinantes del éxito comercial en las industrias culturales. Análisis del sector fonográfico en España/

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  • MONTORO PONS, JUAN D.
  • CUADRADO GARCÍA, MANUEL

    ()
    (Departamento de Comercialización e Investigación de Mercados. Universidad de Valencia.)

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    Abstract

    La distribución del éxito comercial en las industrias culturales es marcadamente asimétrica, donde gran parte de las ventas se concentran en unos pocos artistas. Esta asimetría puede surgir por la acumulación de conocimiento necesaria en el consumo de determinadas manifestaciones culturales y artísticas, lo que enfrenta a consumidores a costes de búsqueda y aprendizaje. El presente trabajo considera que los productores pueden explotar dichos costes a su favor; el esfuerzo promocional en las industrias culturales permite reducirlos y sesgar las decisiones de los consumidores, concentrando el éxito en aquellos artistas con mayor exposición en la cadena promocional. El análisis empírico se centra en la industria discográfica, y se investiga la influencia de la promoción de las compañías, medida indirectamente a través de la presencia de un álbum en radiofórmulas, y éxito comercial en la industria de la música pregrabada, que aproximamos por el número de semanas que el álbum pasa en listas de ventas. Los resultados son consistentes con la hipótesis de trabajo. The distribution of success in cultural industries is highly skewed, with most sales concentrated in a few artists. This asymmetry may arise as the consumption of many cultural manifestations implies the accumulation of knowledge, making consumers face search and learning costs. In this work we consider producers may exploit such asymmetries to their profit; we assume that promotion in the cultural industries reduces search costs biasing consumers that focus their purchasing decisions on those artists most exposed to the promotional value chain. The empirical analysis is focused on the phonographic industry, and we investigate the relationship between record labels promotion, indirectly measured as an album exposure in contemporary hit radio stations, and commercial success, as measured by number of weeks and album is in sale charts. Results are consistent with our hypothesis.

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    Bibliographic Info

    Article provided by Estudios de Economía Aplicada in its journal Estudios de Economía Aplicada.

    Volume (Year): 27 (2009)
    Issue (Month): (Abril)
    Pages: 253-272

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    Handle: RePEc:lrk:eeaart:27_1_7

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    Related research

    Keywords: análisis de supervivencia; superestrellas ; .;

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    1. Throsby, David, 1994. "The Production and Consumption of the Arts: A View of Cultural Economics," Journal of Economic Literature, American Economic Association, vol. 32(1), pages 1-29, March.
    2. David Throsby, 1999. "Cultural Capital," Journal of Cultural Economics, Springer, vol. 23(1), pages 3-12, March.
    3. repec:ebl:ecbull:v:26:y:2007:i:1:p:1-9 is not listed on IDEAS
    4. Stigler, George J & Becker, Gary S, 1977. "De Gustibus Non Est Disputandum," American Economic Review, American Economic Association, vol. 67(2), pages 76-90, March.
    5. Victoria Ateca-Amestoy, 2008. "Determining heterogeneous behavior for theater attendance," Journal of Cultural Economics, Springer, vol. 32(2), pages 127-151, June.
    6. Francesca Borgonovi, 2004. "Performing arts attendance: an economic approach," Applied Economics, Taylor & Francis Journals, vol. 36(17), pages 1871-1885.
    7. Victoria Ateca - Amestoy, 2007. "Cultural capital and demand," Economics Bulletin, AccessEcon, vol. 26(1), pages 1-9.
    8. J. Scott Long & Jeremy Freese, 2006. "Regression Models for Categorical Dependent Variables using Stata, 2nd Edition," Stata Press books, StataCorp LP, edition 2, number long2, March.
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