Estrategias digitales como promotoras de la internacionalización del Área de Artes y Patrimonio dentro de las industrias culturales en Colombia

Abstract

This article analyzes the effect that digital strategies have on the commercialization and internationalization of cultural industries in Colombia specifically in the Art and Patrimony Area, in this sense it is of great importance to provide information that contributes to the identification of strategies that have greater impact in the growth of this area. It was developed under a qualitative research methodology, based on the interpretation of information to obtain knowledge of the influence of digital strategies as promoters of the internationalization of this area in Colombia. Cultural and creative industries have a significant participation in GDP of Colombia, is an industry that employs thousands of people and the world is already consolidated as an influential industry both for job creation and for economic and technological development. There are both a network of companies at the national level and regional and international agreements that facilitate the circulation of cultural knowledge, companies, goods and services, and it was found that there are traditional and digital promotion and internationalization strategies. It is recognized that the area that generates the most added value in Colombia is functional creations, new media and software, this positioning is an opportunity that the arts and patrimony area has to generate digital internationalization strategies. Digital commerce is an inexpensive and low-risk way for the internationalization of microenterprises and SMEs, which allows to overcome the obstacles of traditional internationalization by taking advantage of digital platforms that promote cooperation between industries.