This chapter gives an account of how the orange economy begins to penetrate the traditional economy of Latin American countries, which are oriented towards the export of generic products and low commercial value. For this, the authors have analyzed the experiences of 18 Latin American creative companies identified by the Inter-American Development Bank. Cases selected concentrates in the media and software platforms sectors of the orange economy, with a qualitative approach and a narrative design through the analysis of the information of these 18 extreme cases of business success describes the possibilities that in the Latin American reality can be visualized. As a result, this chapter allows us to understand the opportunities of entrepreneurship, through the orange economy in Latin America, and to distinguish how this economic, social, and cultural phenomenon is observed, starting from the Latin American academic discourse, contributing to the construction of a definition that tries to achieve a greater conceptual precision concerning Orange economy.
|Título de la publicación alojada||Handbook of Research on Digital Marketing Innovations in Social Entrepreneurship and Solidarity Economics|
|Estado||Publicada - abr. 2019|