Managing marketing externalities in innovative natural resources-based clusters
Christian Felzensztein
School of Business, Universidad Adolfo Ibáñez, Santiago, Chile
Eli Gimmon
Tel-Hai Academic College, Upper Galilee, Israel
PP: 74
Abstract
Regional clusters have been the basis for global competitiveness in smaller countries that may lack the domestic market necessary for growth, and for companies in developing economies with weaker infrastructure and limited supporting industries.
For this reason, this study explores more specifically the development of co-marketing activities and cooperation between firms operating in innovative resources-based clusters of the salmon farming industry in two leader producers' countries: Scotland and Chile.
The results suggest that social networking activities enhance inter-firm co-operation. This may yield marketing externalities and create new cooperative long-term competitive strategies among firms.
We gratefully acknowledge the financial support of the Fondecyt 11060185 project - Research Council Chile.
Keywords
natural resources-based clusters, inter-firm cooperation, social networking, salmon industry
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