CULTURAL POLICY, DIVERSITY AND THE CREATION OF NEW MARKET NICHES
The Rider and Noix Case
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This book is the result of a research that sought to understand how investments in cultural public policies between 2003 and 2016 in Brazil provided a scenario for the creation of market niches based on the concept of diversity. The idea of diversity is constituted by a wide variety of cultures from which it is possible to distinguish the multiplicity of social codes that operate within society. In view of this, this research focuses on the analysis of the "creative" Noix from the production and organization of the #DáPraFazer festival of the Rider brand and the processes that establish a cha...
This book is the result of a research that sought to understand how investments in cultural public policies between 2003 and 2016 in Brazil provided a scenario for the creation of market niches based on the concept of diversity. The idea of diversity is constituted by a wide variety of cultures from which it is possible to distinguish the multiplicity of social codes that operate within society. In view of this, this research focuses on the analysis of the "creative" Noix from the production and organization of the #DáPraFazer festival of the Rider brand and the processes that establish a change of the brand over time in view of transformations that the country goes through in the political sphere. As a consequence of the political, cultural, and economic transformations, classes C and D represent a large consumer group that is benefited by government development programs, as well as the stimulation of credit utilization, and the promotion of entrepreneurship. In this research itbecomes noticeable the formation of "niches of niches" to the extent that the agenda of diversity is the central scenario for a development debate in Brazil.
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