Indian Classical Dance Companies and Studios in the Diaspora

Doing Sustainable Business while Shaping Clientele Cultural Worldviews, Ethnic Identity, and Values

Abstract

This article reports on a survey of artistic entrepreneurs of Indian classical dance companies and studios (ICDC&S) in the diaspora and their clientele. Results suggested that diaspora ICDC&S are fairly sustainable businesses. Artistic entrepreneurs reported good self-efficacy in diaspora engagements, with variations due to gender, dance style, and entrepreneurial experience. The majority of ICDC&S clients reported high pro-cultural attitudes, a fair propensity to explore and commit to one’s ethnic group, and high ideal-type value orientations. Diaspora ICDC&S are emerging sustainable business models that connect the artistic worlds to market realities and deploy culture/values to strategically carve a space within complex globalized landscapes.