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Publicity & Technology, Vol. 5 - 1998, No. 4
Spatialisation and International Communication Industries: The Case of Miami
This paper investigates the role this U.S.-based city plays in Latin American business and particularly its role in the extension and penetration of cultural industries' activities in that continent. Our thesis is that locational advantage interacts with political, economic and cultural factors to foster the growth of transnational cultural industries. As other types of companies enter the emerging markets of Latin America and Asia where near-term growth opportunities are high, the same expansion pattern or sequence of actions may be duplicated. Miami's location captures the capital, the cultural proximity, and the business structure required to exploit emerging markets. The interaction of the late 20th century business structures with Miami's cultural characteristics offers insight into how global economies of scale and scope can be understood in terms that must go beyond simple technology arrangements.