Case Activity: Nederlander Producing Company Many people would assert that New York's Broadway is the hub of the musical theater universe. Some would argue that the West End in London holds that title. Nederlander Producing Company has a firm foothold in both cities. Founded in Detroit in 1912 by David T. Nederlander, the company is in its third generation as a family-owned, family-run company that produces shows and owns theaters here and abroad. Along with nine theaters in New York, Nederlander owns three prestigious locations in London. Nederlander is one of the few successful American theater production companies in the United Kingdom. However, just because a show works in one country doesn't mean it will work in another. The audiences might prefer different types of shows, performers might speak different languages, and the availability of talent for cast and crew can differ. For example, when moving a show from England to New York, slight variations in word use or interpretation could make a joke that soars in one place flop in another. For this and other reasons, it took Nederlander about six years and $10 million to bring a new production of the hit musical Evita from London back to New York. Nederlander has also set its sights on locations in countries like China and Turkey. Because of the complexities of expanding globally, Nederlander Worldwide Entertainment signed a global strategic partnership agreement with the China Arts and Entertainment Group (CAEG). Nederlander will help CAEG get its productions into overseas markets, while CAEG will help Nederlander enter the Chinese market.

Nederlander's first expansion globally was to purchase three theaters in London, England. This strategy of entering global markets is called _______.

licensing joint venture

direct investment

contract manufacturing

If the Nederlander Producing Company wanted to take the production of Newsies to a theater in Paris but realized that some of the song lyrics would need to be changed in order for French audiences to understand the jokes, it would be using a _______ strategy?

product adaptation

product inventio

straight extension

promotion adaptation

After a successful run in New York, the Nederlander would like to take Evita to a theater in Argentina as Eva Pern was a much-loved historical figure there. This decision was likely based on the Nederlander Group's examination of Argentina's _______.

demographic factors

ethical factors

cultural factors

political factors

The Nederlander Producing Company has expanded to China through a strategic partnership with the China Arts and Entertainment Group (CAEG). They are hoping to open a production of Ghost, based on the movie by the same name. Nederlander has been forced to cut one song from the show due to censorship imposed by the nation's government. Which external factor does this reflect?

Demographic factors

Cultural factors

Political factors

Economic factors