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International marketing strategies in industrial clusters: Insights from the Southern Hemisphere

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  • Felzensztein, Christian
  • Stringer, Christina
  • Benson-Rea, Maureen
  • Freeman, Susan

Abstract

This paper examines co-operative marketing strategies among clustered-based firms in the most important wine producing and exporting countries in the ‘new world’. The research examines the development of active inter-firm marketing co-operation undertaken by firms to achieve competitive positioning in international markets. The results of a survey of managers located in Argentina, Australia, Chile and New Zealand are presented. The empirical contribution comes from the unique comparative data from regional clusters in four countries which are seen internationally as innovative producers and marketers, all strongly export-oriented, but at different stages of economic development and positioning in the global marketplace. In addition, this study makes a significant contribution to agglomeration theory by confirming the importance of sharing marketing knowledge to build sustainable competitive advantage in international markets. The theoretical contribution builds understanding of international marketing strategies within the Southern Hemisphere group of emerging countries and offers new insights on international marketing practices for emerging firms from both the developed economies in the Pacific Ocean region and Latin American emerging economies.

Suggested Citation

  • Felzensztein, Christian & Stringer, Christina & Benson-Rea, Maureen & Freeman, Susan, 2014. "International marketing strategies in industrial clusters: Insights from the Southern Hemisphere," Journal of Business Research, Elsevier, vol. 67(5), pages 837-846.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:5:p:837-846
    DOI: 10.1016/j.jbusres.2013.07.002
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    Cited by:

    1. Miguel Afonso Sellitto & Juliane Luchese, 2018. "Systemic Cooperative Actions among Competitors: the Case of a Furniture Cluster in Brazil," Journal of Industry, Competition and Trade, Springer, vol. 18(4), pages 513-528, December.
    2. Raul Tarazona-Montoya & Carlos Devece & Carlos Llopis-Albert & Sergio García-Agreda, 2024. "Effectiveness of digital marketing and its value in new ventures," International Entrepreneurship and Management Journal, Springer, vol. 20(4), pages 2839-2862, December.
    3. Brache, Jose & Callagher, Lisa & Husted, Kenneth, 2022. "The effects of interfirm cooperation purpose on export performance: Choosing between local and overseas partners," Journal of Business Research, Elsevier, vol. 148(C), pages 12-22.
    4. Macpherson, Wayne G. & Tretiakov, Alexei & Mika, Jason P. & Felzensztein, Christian, 2021. "Indigenous entrepreneurship: Insights from Chile and New Zealand," Journal of Business Research, Elsevier, vol. 127(C), pages 77-84.
    5. Francioni, Barbara & Vissak, Tiia & Musso, Fabio, 2017. "Small Italian wine producers’ internationalization: The role of network relationships in the emergence of late starters," International Business Review, Elsevier, vol. 26(1), pages 12-22.
    6. Christian Felzensztein, 2016. "International entrepreneurship in and from emerging economies," Journal of International Entrepreneurship, Springer, vol. 14(1), pages 5-7, March.
    7. Crick, James M. & Crick, Dave, 2021. "The dark-side of coopetition: Influences on the paradoxical forces of cooperativeness and competitiveness across product-market strategies," Journal of Business Research, Elsevier, vol. 122(C), pages 226-240.
    8. Crick, James M. & Crick, Dave, 2021. "Coopetition and family-owned wine producers," Journal of Business Research, Elsevier, vol. 135(C), pages 319-336.
    9. Adeola E. Adetayo & Oludayo O. Ariyo & Adebiyi J. Abosede, 2021. "Effect of Product Attribute and Pricing Strategy on Multinational Firms Competitiveness," Business & Management Compass, University of Economics Varna, issue 2, pages 191-206.
    10. Zhu, Ying & Freeman, Susan & Cavusgil, S. Tamer, 2018. "Service quality delivery in a cross-national context," International Business Review, Elsevier, vol. 27(5), pages 1022-1032.
    11. Di Ye & Linlin Zheng & Peixu He, 2021. "Industry Cluster Innovation Upgrading and Knowledge Evolution: A Simulation Analysis Based on Small-World Networks," SAGE Open, , vol. 11(3), pages 21582440211, July.
    12. Kahiya, Eldrede T., 2020. "Context in international business: Entrepreneurial internationalization from a distant small open economy," International Business Review, Elsevier, vol. 29(1).

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