By Yu-Yu Chang, Jason Potts, and Hui-Yu Shih

Cultural commodities, whether goods or services, are vehicles for conveying cultural and creative content. Consumers perceive value in these goods or services when they successfully deliver symbolic meaning rather than simply accomplishing utilitarian or functional purposes. Therefore, cultural entrepreneurs are not necessarily artists, but those who discover opportunities by observing and creating connections between the subjective meanings of the cultural production and the meanings mutually developed across consumer networks, groups and markets.

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