Repositioning through Culture: Testing Change in Connectivity Patterns

Beatriz Plaza, Catalina Gálvez-Galvez, Ana González-Flores and Jokin Jaca
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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
Authors registered in the RePEc Author Service: Ana González Flores

Sustainability, 2016, vol. 9, issue 1, 1-15

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.

Keywords: symbolic repositioning; cultural economics; information goods; inferential network analysis; digital economics; intervention analysis; semantic clustering; SNA; data mining; cultural branding (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2016
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