Marketing practices in wine clusters: insights from Chile

Abstract

PurposeThis research aims to investigate cooperative strategies within the Chilean wine cluster, in particular the factors that influence the development of inter‐firm marketing cooperation.Design/methodology/approachA 2011 census of the Chilean wine cluster was undertaken. A 30 per cent response rate was obtained and the results are presented.FindingsThe results highlight that location benefits of collaboration and access to information and technologies are important to success. Previous research has tended to focus on the issue ofterroir.Results also provide evidence of cooperation between firms located close to the focal firm, in particular those directly involved in its value chain. There is also evidence of firms cooperating in marketing activities designed to attract new customers and to strengthen the resulting B2B relationship.Research limitations/implicationsThe findings shed light on strategies for the enhancement of formal and informal business networks as a facilitator of effective inter‐firm cooperation in marketing, particularly within SMEs. This study will also be of interest to local authorities and industry bodies seeking to enhance cooperation between local clustered firms.Originality/valueThis study contributes to the understanding and definition of traditional and marketing externalities that cluster “members” accrue as a result of co‐location.