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. © 2009 Springer Science+Business Media, LLC.