Marketing practices in wine clusters: insights from Chile

Christian Felzensztein · Kenneth R. Deans

59 citations0/0 files storedJournal of Business and Industrial Marketing

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Wine Industry and Tourism Regional Development and Innovation Business Strategy and Innovation

Abstract

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 ofterroir.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.

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References

1991The Competitive Advantage of Nations 1990The Competitive Advantage of Nations 2008The five competitive forces that shape strategy.2000Strategic networks 2008Interorganizational Trust, Governance Choice, and Exchange Performance 2005Regional Development in the Knowledge-Based Economy: The Construction of Advantage 2013International marketing strategies in industrial clusters: Insights from the Southern Hemisphere 2004Is the Country of Origin the Fifth Element in the Marketing Mix of Imported Wine?

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