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Global Marketing Strategies of Innovative Clusters: Creating Self-sustained Ecosystems

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  • Bistra VASSILEVA

    (University of Economics-Varna)

Abstract

Innovation through creation, diffusion and use of knowledge has become a key driver of economic growth and provides part of the response to many new societal challenges. However, the determinants of innovation performance have changed in a globalizing knowledge-based economy (OECD, 2001). Innovation results from increasingly complex interactions at local, national and global level among various types of stakeholders – business entities, universities, research institutions, public authorities, etc., clusters being an opportunity for its development. This paper examines international marketing strategies of innovative clusters aimed at creating self-sustained ecosystems from systems theory point of view. The evolution of the original concept of ‘business clusters’ proposed by Michael Porter (1990) is presented as theoretical background. The notion of innovative clusters as drivers of national innovation systems is considered focusing on the concept of clusters of innovation. The research examines the development of regional ecosystems (Black Sea Region) and their global marketing strategies. The results of a survey of cluster managers from Black Sea Region counties are presented. The empirical contribution comes from the unique comparative data from innovative clusters in five countries and various industries, but at different stages of economic development and positioning in the global marketplace. The author focuses on the dynamics of innovative clusters and the role of knowledge and technology transfer in self-sustained ecosystems.

Suggested Citation

  • Bistra VASSILEVA, 2018. "Global Marketing Strategies of Innovative Clusters: Creating Self-sustained Ecosystems," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 252-262, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2018:i:1:p:252-262
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    References listed on IDEAS

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    1. Engel, Jerome S. & del-Palacio, Itxaso, 2009. "Global networks of clusters of innovation: Accelerating the innovation process," Business Horizons, Elsevier, vol. 52(5), pages 493-503, September.
    2. Spyros Arvanitis & Areti Gkypali & Kostas Tsekouras, 2014. "Knowledge Base, Exporting Activities, Innovation Openness and Innovation Performance," KOF Working papers 14-361, KOF Swiss Economic Institute, ETH Zurich.
    3. Steven Pinch & Nick Henry, 1999. "Paul Krugman's Geographical Economics, Industrial Clustering and the British Motor Sport Industry," Regional Studies, Taylor & Francis Journals, vol. 33(9), pages 815-827.
    4. Bennett Harrison & Maryellen R. Kelley & Jon Gant, 1996. "Innovative Firm Behavior and Local Milieu: Exploring the Intersection of Agglomeration, Firm Effects, and Technological Change," Economic Geography, Taylor & Francis Journals, vol. 72(3), pages 233-258, July.
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    More about this item

    Keywords

    innovative clusters; ecosystem approach; global marketing strategy.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L10 - Industrial Organization - - Market Structure, Firm Strategy, and Market Performance - - - General

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