Going global

The cumula- tive effect is an industry rooted in tradition According to the Overview of Nova Scotia and innovation that is making a substantial Economy 2000-2005, growth in informa- contribution to the economic prosperity of tion and cultural industries, retail trade and Nova Scotia. [...] Like other foundation sector, the need and capability sectors in the province, culture industry of our products to compete in export producers have looked beyond our borders markets, government’s commitment to to find niche markets to increase their export development and the Culture revenue base and grow profitable and Division’s input through the Provincial sustainable organizations and operatio [...] The risks include the amount of investment in product development, the number and complexities of market entry barriers, the size of the target market and the level of competition. [...] They need to understand the types of work Selecting a Cultural Target Market that is being showcased, the complexity or • identify potential markets; simplicity of the stage designs, the profes- • track down as many potential information sionalism of the booths on the international sources as possible and gather the most trade show floor, the quality of the market- timely, accurate and credible (e [...] The Market Entry Strategy Culture industry sector associations, Once the target market has been selected exporters, and government trade officers and researched, the producer should visit agree that once the market research is the market to gather primary market completed and the entry strategy is written, intelligence before writing the market entry the artist or producer must get themselves stra