Internationalization of cultural industries from emerging markets through digital technologies: the case of the Indian film industry

Arindam Das and Debraj Ghosal

Chapter 5 in Digital Globalization of Creative Industries, 2025, pp 73-94 from Edward Elgar Publishing

Abstract: Cultural products and services from post-industrialized economies have grown in international business and commerce over several decades, owing to firm-specific advantages and industry ecosystem advantages in their home countries. This chapter illustrates how cultural industries from emerging markets are now ready to contribute to global creativity-based economies by leveraging technological advances. Along with extant literature, we review empirical data from select key markets at the trade level and look at the performance of the Indian film industry over the past three decades to develop our insights on the phenomena of scaling up the Indian film industry. Consequently, we explain the phenomena through: (a) sociocultural shifts that are manifested through cultural attractiveness, multicultural experience, and diaspora effect, (b) increasing technological affordances, and (c) the global scaling approach of born-digital firms. Based on our synthesis, we posit that sociocultural changes and emergent technological affordances of new technology solutions influence global market growth for film entertainment businesses from emerging markets. Changing technological affordances also lead to improved execution abilities and consumer experience, which further contribute to growth in global markets. The conceptual advancements lead us to a collection of propositions and prescriptive insights for practitioners.

Keywords: Diaspora; Digital platform ecosystem; Entertainment industry; Internationalization; Metaverse (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035314768
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