Martin-Luther-Universität Halle-Wittenberg
Juristische und Wirtschaftswissenschaftliche Fakultät

Seminar Paper at the Chair of Marketing
Summer Semester 2012

Market Entry Strategies in Retailing Cultural Goods.
International Best Practise.

Submitted by

Written at

Lea Valentine Frieda Steinlein

Prof. Dr. D. Möhlenbruch

*20.12.1989, Bayreuth

Martin-Luther-Universität

Matr. Nr. 210219076

Juristische und Wirtschaftswissenschaftliche Fakultät th Date of Submission: July 27 2012

Lehrstuhl Marketing und Handel

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TABLE OF CONTENTS

1

INTRODUCTION – THE DEFINITION OF “CULTURAL GOODS”

3

2

STATE OF THE MARKETS OF CULTURAL GOODS IN GERMANY

4

2.1

GENERAL SITUATION IN GERMANY

4

2.2

ANALYSIS OF THE RETAIL SECTOR OF CULTURAL GOODS

5

2.2.1 INDEPENDENT BOOK SHOPS

6

2.2.2 INDEPENDENT MUSIC SHOPS

6

2.2.3 ART AND CRAFTS GALLERIES

7

3

STEPS TO ENTER THE RETAIL MARKET OF CULTURAL GOODS

7

4

INTERNATIONAL BEST PRACTISE FOR START-UPS

8

4.1

8

4.2

CREATING AN EXPERIENCE

9

4.3

5

“GLOCALISATION” OF CULTURAL RETAIL GOODS

USING THE “WEB 2.0”

10

CONCLUSION AND CONSEQUENCES FOR START-UPS

11

LIST OF LITERATURE

12

LIST OF INTERNET WEBSITES

13

LIST OF DIAGRAMS

14

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1

INTRODUCTION – THE DEFINITION OF “CULTURAL GOODS”
Every day of our life we are encountering cultural goods and behaviour. Starting

with the food we eat, the ways we communicate and the advertisement we are influenced by – all these are part of a unique culture which is expressed by tangible and intangible goods. Many might only think of paintings and crafts at first but it is much more than that. According to the definition of the UNESCO “‘Cultural activities, goods and services’ refers to those activities, goods and services, which at the time they are