Joropo Brand - Erika Baquero - Ángela Tovar - Guillermo Quiñonez - Jennifer Vega
DOI:
https://doi.org/10.22579/23463910.101Keywords:
Joropo, Plains Folklore, Brand, InternationalizationAbstract
This paper presents some progress on research, whereby the possibility of creating a brand that represents the Ranger folklore abroad is evaluated. The overall objective of the research was to identify attributes and factors that must Ranger potentiate folklore, so that in the future as a basis for internationalization through a brand. The methodology was a mixed approach, in order to get a broader and deeper picture.
The research "Brand Joropo" was subject to theories of internationalization brand and burrowing folklore. As for internationalization it was decided to implement the eclectic theory and the Uppsala model, as it is intended to apply the theory of Born Global to the desired mark. On the other hand, the concept most suitable brand, is posed by Kevin Roberts in his book Lovemarks (2005), as it relates to burrowing folklore worked with Ranger's book Folklore, Miguel Angel Martin (2000)
References
Baquero, A. (1990). “Joropo: identidad llanera, (la epopeya cultural de las comunidades del Orinoco). Llanos Orientales”. Bogotá: Empresa Editorial Universidad Nacional de Colombia. Brenes, G., & Darner, F. (2008). “Las Born Global. Empresas de Acelerada Internacionalización”. TEC Empresarial.
Marroquin, E., & Castroman, Á. (s.f.). Internacionalización de empresas. Estudio de caso: gestión internacional de una empresa de capital latinoamericano. Obtenido de https://www.google.com.co/url?sa=t&rct=j&q=&esrc=s&source=web&cd=7&cad=rja&uact=8&ved=0CEUQFjAG&url=http%3A%2F%2Fwww.ead.fea.usp.br%2FSemead%2F6semead%2FADM%2520GERAL%2F042Adm%2520Internacionaliza%25E7ao%2520de%2520Empresas.doc&ei=qGwqVeiLLsmoNp7WgMgM&us
Martin, M. A. (2000). “Del folclor llanero”. Villavicencio: Villavicencio: Lit. Juan XXIII, sitio web de Banco de la República – Actividad Cultural, [en línea], disponible en: http://www.banrepcultural.org/blaavirtual/folclor/folclor/indice.htm
Roberts, K. (2005). “LoveMarks”. Empresa Activa.
Ruiz Churrion, J. (Marz0 de 2013). “La Evolucion del Joropo”. (J. A. Guzmán, Entrevistador), sitio web de YouTube, [en línea], disponible en: https://www.youtube.com/watch?v=i3eyksjBTOA
Downloads
Published
Issue
Section
Categories
License
Copyright (c) 2020 Erika Ximena Baquero Urrego, Ángela Patricia Tovar Macías, Guillermo Alejandro Quiñónez, Jennifer Vega Barbosa
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
The author must review the editorial policy of the GEON Journal.
To increase their visibility, documents are sent to databases and indexing systems.
The content of the articles is the responsibility of each author and does not compromise, in any way, the magazine or the institution.
