A cultural hybridisation approach to reinterpreting the integration-diversity dichotomy: the case of Guggenheim's master branding Bilbao
by Frank M. Go; Mariapina Trunfio
European J. of Cross-Cultural Competence and Management (EJCCM), Vol. 3, No. 2, 2014

Abstract: This paper explores how urban actors leverage iconic branding as a cultural catalyst to fill the void left by the declining narrative of the nation. The global, deindustrialised service economy raises the cultural politics of the landscape, including heritage governance issues relative to spatial theory. The case analysis unpacks the convergence-divergence dilemma, particularly, how the Guggenheim master-brand transfer simultaneously changed the political dynamics and corroded Bilbao's sense of place. It contributes to our understanding how a cultural hybridisation approach can help to reinterpret the 'integration-diversity' dichotomy embedded in iconic branding, particularly its impacts on urban socio-cultural, economic and political institutions.

Online publication date: Wed, 15-Oct-2014

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the European J. of Cross-Cultural Competence and Management (EJCCM):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com