How can marketing and intellectual property (IP) help marginalised communities harness their intangible cultural heritage (ICH) to contribute to sustainable livelihoods while avoiding the perils of over-commercialisation? This is the central question that is addressed in this chapter which starts by highlighting the legal frameworks for IP and how these are quite different from those for safeguarding of ICH. While both seek to regulate information, they do so with very different underpinning theories, goals and tools. By reference to the HIPAMS project, the chapter explains how IP can be used to underpin marketing strategies when heritage bearer communities commercialise their ICH showing how, in practice, IP can be a useful tool in pursuit of sustainable development

Waelde, C., Rinallo, D., Bhattacharya, A., Deacon, H., Patra, A., Nath, R., et al. (2022). Intangible Cultural Heritage, Marketing and Intellectual Property for Sustainable Livelihoods. The Case of HIPAMS. In C. Cross, J.D. Giblin (a cura di), Critical Approaches to Heritage for Development (pp. 71-88). Routledge [10.4324/9781003107361-5].

Intangible Cultural Heritage, Marketing and Intellectual Property for Sustainable Livelihoods. The Case of HIPAMS

Ubertazzi B.
2022

Abstract

How can marketing and intellectual property (IP) help marginalised communities harness their intangible cultural heritage (ICH) to contribute to sustainable livelihoods while avoiding the perils of over-commercialisation? This is the central question that is addressed in this chapter which starts by highlighting the legal frameworks for IP and how these are quite different from those for safeguarding of ICH. While both seek to regulate information, they do so with very different underpinning theories, goals and tools. By reference to the HIPAMS project, the chapter explains how IP can be used to underpin marketing strategies when heritage bearer communities commercialise their ICH showing how, in practice, IP can be a useful tool in pursuit of sustainable development
Capitolo o saggio
Heritage, Economic Development and Livelihoods
English
Critical Approaches to Heritage for Development
Cross, C; Giblin, JD
2022
9781003107361
Routledge
71
88
Waelde, C., Rinallo, D., Bhattacharya, A., Deacon, H., Patra, A., Nath, R., et al. (2022). Intangible Cultural Heritage, Marketing and Intellectual Property for Sustainable Livelihoods. The Case of HIPAMS. In C. Cross, J.D. Giblin (a cura di), Critical Approaches to Heritage for Development (pp. 71-88). Routledge [10.4324/9781003107361-5].
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/10281/467683
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