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Internationalizing while nurturing symbolic value in differentiated products: cultural events as intermediaries in the internationalization of performing arts

Author

Listed:
  • Rastrollo-Horrillo, María-Angeles
  • Casillas, José C.

Abstract

Intermediaries play a critical role in the internationalization of of small and medium-sized enterprises (SMEs), yet little is known about how they operate in highly differentiated industries where economic and non-economic values (e.g., cultural, symbolic, and social) are equally important. Performing arts (PAs) exemplify this challenge, as they must balance economic viability with artistic authenticity while facing limited scalability, and strong ties to local culture. Based on an embedded case study of flamenco—a highly internationalized Spanish cultural legacy—we identify 12 specific intermediary roles within domestic and international flamenco festivals, grouped into four key functions: facilitating market access, endorsement and reputation-building, testing and innovation, and supply chain value creation. These festivals integrate nonprofit motivations with economic and socio-cultural value creation; rather than adapting products to foreign markets, they invest in nurturing artistic innovation, strengthening international networks, and fostering creative sustainability.

Suggested Citation

  • Rastrollo-Horrillo, María-Angeles & Casillas, José C., 2026. "Internationalizing while nurturing symbolic value in differentiated products: cultural events as intermediaries in the internationalization of performing arts," Journal of Business Research, Elsevier, vol. 205(C).
    • Handle: RePEc:eee:jbrese:v:205:y:2026:i:c:s0148296325007143
    DOI: 10.1016/j.jbusres.2025.115891
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