Book excerpt: This volume explores how the promotion, marketing, and branding of culture have led to the development of economic strategies through creative industries, cultural tourism, and responsible business practices. It considers how culture-based initiatives can be used to boost the creation of business opportunities and enhance added value to the economy. The book also contextualizes western and non-western theories, paradigms, and practices, in order to sustain independent, ecological, and critical methodologies for intercultural business. By articulating principles, theories, structures, performances, and aesthetics across different cultures and communication channels, the networks of cultural codes and practices emerge and are critically observed, blurring conceptual frontiers and challenging conventional criteria of legitimation.