International Marketing Strategies in Wine Clusters: Lesson from the Southern Hemisphere
Speaker
Abstract
| This paper is concerned with co-operative strategies among cluster-based wine firms in Argentina, Australia, Chile and New Zealand. In particular, it will examine the factors that influence the development of inter-firm marketing co-operation and how firms can develop social networks for their internationalization process. This is expected to be done by firms aiming to achieve competitive positioning in international markets. There seems to be some agreement in the literature that clusters provide general benefits to firms (Malmberg et al., 1996; Stopper, 1996; Olsen, 2002; MacKinnon et al., 2002; 2004). However, this is less clear about their internationalization process and inter-firm relations. |
| This approach brings new perspectives from under-researched industry sectors and different geographical setting, the Southern Hemisphere, in order to advance the knowledge of inter-firm relations to achieve international marketing competitive advantage. |
| A survey of the most important wine producing and exporting countries of the Southern Hemisphere (Argentina, Australia, Chile and New Zealand) was conducted. The contribution of this type of study comes from the uniqueness of the data to collected from regional clusters in four countries across the Southern Hemisphere, which are seen internationally as innovative producers and marketers, strongly export-dependent but at different stages of economic development and positioning in the global marketplace. This study contributes to understanding marketing strategies within clusters and offer new insights for international marketing and international business practice for emerging players from Latin America. |
| Dr Christian Felzensztein is an Associate Professor of International Marketing at Universidad Adolfo Ibañez, Chile and Director of www.clusterinnovation.com Research Network on Industry Clusters. He earned his PhD in Marketing and a MSc in International Marketing (with High Distinction) at the University of Strathclyde in Glasgow, Scotland, UK. He has been a Visiting Professor Australia, New Zealand and Latin-American Universities. |
| Dr Felzensztein has also received academic distinction from international organizations, like the Regional Studies Association, London, UK and EMERALD Award for research. His research, which has practical relevance for managers and policy makers, has been published in international journals like Long Range Planning, Industrial Marketing Management, Journal of Business & Industrial Marketing, and Innovation: Management, Practice & Policy, among others. |
| Contact information: |
| Patricia de Wilde |
| This seminar is organized by the Erasmus Centre for Emerging Markets. |
