Social networks and marketing cooperation in entrepreneurial clusters: An international comparative study |
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Authors: | Christian Felzensztein Eli Gimmon |
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Institution: | 1. School of Business, Universidad Adolfo Ibá?ez, Santiago, Chile 2. Tel-Hai Academic College, Tel Hai, Israel
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Abstract: | This research examines factors that influence the development of marketing cooperation among cluster-based firms in different
regions in the world. Theorists have consistently demonstrated the role and importance of economic externalities, such as
knowledge spillovers, within industrial clusters. Less research attention has been paid to the investigation of marketing-based
externalities, though it has been suggested that these may also accrue from geographical agglomeration. The study focus is
on the development of joint marketing activities between firms operating in a single industry sector, located in close proximity.
The results suggest that social networking is important in facilitating inter-firm cooperation in marketing activities. The
study also explores whether the levels of inter-firm cooperation differs between countries with distinctly different levels
of social collectivism. Interestingly, this study finds few significant differences in marketing cooperation among cluster-based
firms from Scotland and Chile. |
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Keywords: | |
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