Creating a Competitive Advantage: The Exoticism of Tango and Salsa From Cali, Colombia

Abstract

The authors propose a competitive strategy for the performing arts:\ncreating a geographic paradox that results in consumers' perception of\nan exotic product. Through a qualitative approach, in-depth interviews\nand documentary research, they gathered information on two cases in the\nperforming arts (dance): Jacaranda and Ancizar Velasquez. Both cases\nshow how entrepreneurs can focus on cultural traditions that are not\nlocal. It is possible to track their success through the foreign dances\noffered in their own country and traditional dances offered to a foreign\naudience. The authors conclude that cultural organizations can gain a\ncompetitive advantage by introducing artistic products in a foreign\ncontext where they will be perceived as exotic and autochthonous. A\npractical implication of this work is that artists and cultural\norganizations may exploit what is perceived as an exotic tradition and\nas a consequence strengthen cultural industries and preserve cultural\ntraditions.