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Repositioning through Culture: Testing Change in Connectivity Patterns

Author

Listed:
  • Beatriz Plaza

    (Faculty of Economics and Business, University of the Basque Country (UPV/EHU), Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain)

  • Catalina Gálvez-Galvez

    (Faculty of Economics and Business, University of the Basque Country (UPV/EHU), Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain)

  • Ana González-Flores

    (Faculty of Economics and Business, University of the Basque Country (UPV/EHU), Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain)

  • Jokin Jaca

    (Faculty of Economics and Business, University of the Basque Country (UPV/EHU), Avda. Lehendakari Aguirre 83, 48015 Bilbao, Spain)

Abstract

Symbolic knowledge-driven innovations can play an important role in the economic development of cities and regions. Cultural events and infrastructures can act as powerful connectivity engines, generating new connections, rewiring links, and repositioning institutions/cities/regions on the Internet map. Within this framework, this paper aims to contribute to the analytical understanding of culture-led repositioning. For this purpose we perform regression analysis with cultural networks (observational cross-sectional network data) from digital media for a specific cultural case study: the Basque Culinary Center (BCC), a higher education faculty of haute cuisine promoted by the University of Mondragon along with a group of Michelin-starred chefs. Results show that a cultural sector, such as haute cuisine, can contribute to structural changes in connectivity patterns, putting an institution/city/region on the media map. It is the connection (in the online press) of the BCC to the influential Michelin-starred chefs that can fuel the accumulation of press articles (media items) on the BCC; and it is precisely this accumulation of press articles that can impact BCC revenues. Put differently, the co-branding between the influential Michelin chefs and the BCC may have put the BCC on the press map, promoting new student registrations and fostering Basque haute cuisine. The main contribution of this article is a prototype of regression analysis to test repositioning with network data.

Suggested Citation

  • Beatriz Plaza & Catalina Gálvez-Galvez & Ana González-Flores & Jokin Jaca, 2016. "Repositioning through Culture: Testing Change in Connectivity Patterns," Sustainability, MDPI, vol. 9(1), pages 1-15, December.
    • Handle: RePEc:gam:jsusta:v:9:y:2016:i:1:p:6-:d:85925
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    References listed on IDEAS

    as
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    2. Beckert, Jens & Rössel, Jörg & Schenk, Patrick, 2014. "Wine as a cultural product: Symbolic capital and price formation in the wine field," MPIfG Discussion Paper 14/2, Max Planck Institute for the Study of Societies.
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    6. Beatriz Plaza & Pilar González-Casimiro & Paz Moral-Zuazo & Courtney Waldron, 2015. "Culture-led city brands as economic engines: theory and empirics," The Annals of Regional Science, Springer;Western Regional Science Association, vol. 54(1), pages 179-196, January.
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