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Marketing practices in wine clusters: insights from Chile
Ist Teil von
The Journal of business & industrial marketing, 2013-04, Vol.28 (4), p.357-367
Ort / Verlag
Santa Barbara: Emerald Group Publishing Limited
Erscheinungsjahr
2013
Link zum Volltext
Quelle
Alma/SFX Local Collection
Beschreibungen/Notizen
Purpose - This research aims to investigate cooperative strategies within the Chilean wine cluster, in particular the factors that influence the development of inter-firm marketing cooperation.Design methodology approach - A 2011 census of the Chilean wine cluster was undertaken. A 30 per cent response rate was obtained and the results are presented.Findings - The results highlight that location benefits of collaboration and access to information and technologies are important to success. Previous research has tended to focus on the issue of terroir. Results also provide evidence of cooperation between firms located close to the focal firm, in particular those directly involved in its value chain. There is also evidence of firms cooperating in marketing activities designed to attract new customers and to strengthen the resulting B2B relationship.Research limitations implications - The findings shed light on strategies for the enhancement of formal and informal business networks as a facilitator of effective inter-firm cooperation in marketing, particularly within SMEs. This study will also be of interest to local authorities and industry bodies seeking to enhance cooperation between local clustered firms.Originality value - This study contributes to the understanding and definition of traditional and marketing externalities that cluster "members" accrue as a result of co-location.