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Diversity in teams and the success of cultural products

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  • Brinja Meiseberg
  • Thomas Ehrmann

Abstract

This study investigates what is necessary to create successful intercultural motion pictures. We test hypotheses on the effects of (1) the production team and the cast composition (team members’ cultural backgrounds, industry tenure, social networks, education, star status, age, and gender) and (2) film characteristics (set locations, movie genre) on the overall performance of German movies at home and abroad. The empirical results demonstrate that offering cultural familiarity (teams from a diverse cultural background, international settings) provides a sense of familiarity to audiences outside the domestic market and enhances the performance of the film abroad. Yet, domestic success depends on different factors. These issues are underexplored because producers can rarely build on systematic research when attempting to customize films to different cultural settings. The paper shows how to target international audiences more effectively. Copyright Springer Science+Business Media New York 2013

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  • Brinja Meiseberg & Thomas Ehrmann, 2013. "Diversity in teams and the success of cultural products," Journal of Cultural Economics, Springer;The Association for Cultural Economics International, vol. 37(1), pages 61-86, February.
    • Handle: RePEc:kap:jculte:v:37:y:2013:i:1:p:61-86
    DOI: 10.1007/s10824-012-9173-7
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    Cited by:

    1. Li Min, 2019. "Online Ratings and Audience choice: Base on the Examination of Two Stage? Box Office of Chinese Movies in North American," Proceedings of International Academic Conferences 9711958, International Institute of Social and Economic Sciences.

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    More about this item

    Keywords

    Cultural products; Team diversity; Motion picture industry; International performance; New product development; L82; F14; L14; Z11; D83;
    All these keywords.

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • F14 - International Economics - - Trade - - - Empirical Studies of Trade
    • L14 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - Transactional Relationships; Contracts and Reputation
    • Z11 - Other Special Topics - - Cultural Economics - - - Economics of the Arts and Literature
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness

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