ABSTRACT
There is a wide variety of international enterprises in the arts sector, based on diverse characteristics such as: the size, the field of arts in which they operate, the mission statement, the chosen model for international expansion, the way the organisational structure is set up and other characteristics. Management of an international arts enterprise from domestic settings to a position on the international marketplace is a complex activity. Despite the diversity of arts enterprises and the chosen models of
international entry, the research performed for this book and analysis of case studies and examples outlines four aspects that are the focus of efficient management of an international enterprise in the arts, as follows:
• International arts marketing, with an emphasis on adapting arts products to foreign markets, applying marketing and promotion tools, including online technologies, branding, pricing, and engaging and developing international audiences.
