Local roots, global reach? A framework for managing place-based identity in new cultural industries

Cultural products—characterized by rich artistic expression and symbolic meaning —are now produced and distributed globally at unprecedented speed. Yet as their reach expands, so too does resistance, as cultural goods become increasingly entangled in geopolitical tensions, cultural sensitivities. This paradox—of easier global access but more contested local acceptance—poses new strategic challenges for multinational enterprises (MNEs) in these industries and presents valuable opportunities for international business (IB) scholars to revisit foundational theories. In this article, we revisit the essence of culture and “classic” cultural industries, summarize the driving forces of “new” cultural industries, and present a typology that explains the competitive strategies of firms in these industries that are competing globally. Specifically, we propose a CASE framework that explains how firms can Connect, Assimilate, Showcase, and Enrich their place-based identity, depending on whether authenticity is location-bound or not, as well as whether foreignness is perceived as a liability or an asset. Finally, we summarize the six papers included in this special issue and conclude with directions for future research.