ABSTRACT
Even the Arts are going global. Russia’s Bolshoi Ballet has actively sought overseas expansion since the collapse of the Soviet Union left the world-famous dance troupe strapped for funds. The Guggenheim art museum in New York, concerned with its limited endowment, has also expanded into foreign markets. But what is the best way for ballet companies and art museums to enter foreign markets? Traditionally, they exported their product by taking their dancers or art exhibits on tour. Today other market entry options are being employed. The Bolshoi has licensed its name to schools in Brazil and Japan. The Guggenheim has established subsidiary branches in Bilbao, Venice and Berlin. Even the Vatican is considering ways to enter world markets by licensing the images from its repository of manuscripts, prints, coins and artwork to interested companies in the fields of collectibles, giftware, apparel and décor.
