Marketing Innovation and Externalities: The Case of the Chilean Wine Cluster

Abstract

In light of the conflicting evidence in previous studies related to the benefits of clusters in creating positive externalities of firms, further research is needed. Furthermore, in respect to the effect of co-location on marketing externalities Brown, McNaughton and Bell (2010) stated that only limited research exists to indicate the degree of impact that clustering has on marketing activities in a domestic and international context. This gap in the literature called us to investigate the following research objectives of this study: 1) To build an understanding of the relationship between the issues related to regional clusters in regard to geographical co-location in developing inter-firm cooperation in marketing; 2) To explore how and to what extent co-location influences inter-firm co-operation in marketing and what kind of externalities this generates.