Internationalization of entertainment industry services - Bollywood
Ranganathan, Anand (2015)
2015
Master's Degree Programme in Business and Technology
Talouden ja rakentamisen tiedekunta - Faculty of Business and Built Environment
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Hyväksymispäivämäärä
2015-12-28
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tty-201512281861
https://urn.fi/URN:NBN:fi:tty-201512281861
Tiivistelmä
Bollywood is the name given to the Hindi movie industry in India. It is one of the big-gest film clusters in the country contributing to the maximum number of films pro-duced in India. Recently, Bollywood surpassed the number of featured films made by Hollywood in a year and hence becoming a huge phenomenon worldwide.
The aim of the current study was to build a framework to determine the kind of factors and the relevant industrial drivers that contribute to Bollywood industry success worldwide. And then retrospectively prove the effectiveness of the framework through empirical research.
Of the many existing models from literature, Dunning’s Eclectic model and Uppsala model were used to build the framework. The industry-specific factors and location-specific factors, name industry structure, size and its social networks were shown to be the front-runners in promoting Bollywood to become international. These factors drive Bollywood to take advantage of the market characteristics, namely the subsidy struc-ture and become truly global. One of the very important outcomes is that this research study was able to corroborate Eclectic theory model and Uppsala model using an in-ductive approach with Bollywood as the case industry.
Keywords: internationalization, services, entertainment, Bollywood
The aim of the current study was to build a framework to determine the kind of factors and the relevant industrial drivers that contribute to Bollywood industry success worldwide. And then retrospectively prove the effectiveness of the framework through empirical research.
Of the many existing models from literature, Dunning’s Eclectic model and Uppsala model were used to build the framework. The industry-specific factors and location-specific factors, name industry structure, size and its social networks were shown to be the front-runners in promoting Bollywood to become international. These factors drive Bollywood to take advantage of the market characteristics, namely the subsidy struc-ture and become truly global. One of the very important outcomes is that this research study was able to corroborate Eclectic theory model and Uppsala model using an in-ductive approach with Bollywood as the case industry.
Keywords: internationalization, services, entertainment, Bollywood