Clusters or un‐clustered industries? Where inter‐firm marketing cooperation matters

Abstract

PurposeThis paper aims to focus on the perceived role of clusters in inter‐firm cooperation and social networks.Design/methodology/approachThe study was carried out in a region of Latin America where limited research has been conducted in terms of inter‐firm relationships. Managers from three key natural resources‐based industries in Chile participated in the survey; one of these industries constituted a well‐defined cluster whereas the other two did not. The survey assessed managers' perceptions of the benefits and opportunities of inter‐firm cooperation in strategic marketing activities.FindingsResults support the advantages of clusters. Managers of firms which are part of clustered industries tend to perceive more benefits and opportunities for inter‐firm co‐operation in marketing activities. Additionally, significant differences between clustered and non‐clustered industries in terms of their co‐operation behavior and objectives were found.Research limitations/implicationsThe findings shed light on strategies for the enhancement of inter‐firm cooperation in marketing, of particular value for marketers in small‐and‐medium sized enterprises. The paper suggests establishing new clusters and promoting more regional clusters policies since clustering seems to provide better and positive inter‐firm interaction leading to cooperation.Practical implicationsThere are lessons to be learned at national and regional levels for Latin American and emerging economies fostering new industry cluster policies.Originality/valueClustered firms and industries may result in more innovative marketing strategies at both local and international levels than non‐clustered firms. The authors encourage regional development bodies to foster more cooperation among firms and trade associations.

Interorganizational Relationships in Marketing: A Critical Review and Research Agenda

“…2008***;Felzensztein et al 2010***;Li et al 2010;Felzensztein et al 2012*;Geldes et al 2015*) Dependence(Yi et al 2010) Experience in IOR(Li et al 2010) Market uncertainty(Wang and Fesenmaier 2007**; Mariussen et al 2010**) Economic conditions (Wang and Fesenmaier 2007**) Technological development (Mariussen et al 2010**) Competition (Wang and Fesenmaier 2007**) Notes: *Articles dealing with SMEs. **Articles adopting a qualitative methodology.…”

Identification of prospective industrial clusters in Slovakia

“…The literature on clusters also emphasises numerous benefits for small businesses. This is especially the case given their resource constraints, the absence of internal specialisation and relatively weak supplier and market power (Blackburn & Conway, 2008, cited in Felzensztein et al, 2012). Many recent studies focused on different aspects of cluster influence on enterprises (enterprises inside and outside the cluster).…”

Opportunity recognition by international high-technology start-up and growth photonics firms

“…In brief, membership in a cluster favours opportunity recognition and exploitation because of the network they offer to firms, both locally and internationally, as well as the constant interaction and collaboration between members (Arikan, 2009;Manning et al, 2010;Alberti et al, 2011;Felzensztein et al, 2012).…”