Christian Felzensztein

Is the Country of Origin the Fifth Element in the Marketing Mix of Imported Wine

Abstract The research builds a theoretical understanding and managerial debate of country of origin effects for agricultural produce for which the growing country and region have been regarded as important bases for differential advantage. Especially, it is focused in the wine industry, which has faced unprecedented competitive marketing challenges over the last decade.

Networks, Entrepreneurial Orientation and Internationalization Scope: Evidence from Chilean Small and Medium Enterprises

During the last 20 years, the literature on internationalized small firms discussed at length the speed of internationalization, illustrating the importance of born globals. The geographic scope of small firm internationalization and its implications for international business and entrepreneurship theories has however been overlooked, especially with regard to firms based in atin merica. This study expands the research agenda on the effects of networks and entrepreneurship orientation for the internationalization strategy of small firms by examining their effects on internationalization scope. It uses survey data from small firms based in hile. The findings suggest that the greater the number of networks utilized, the more entrepreneurs are likely to target markets based in diverse regions of the world. The study has managerial and policy implications, suggesting that nurturing diverse international networks can help entrepreneurs reach a broader number of markets.

The influence of culture and size upon inter‐firm marketing cooperation

Purpose – To investigate the influence of national or sub‐national culture and company size on inter‐firm cooperation in marketing among cluster‐based firms, with specific respect to the salmon‐farming industry.Design/methodology/approach – Case study analysis of data collected from semi‐structured personal interviews with senior managers in two samples of different sized companies, located in industry clusters within Scotland and Chile.Findings – Small firms in this industry in Scotland are more proactive in building inter‐firm cooperation, for international marketing activities. National culture has only a limited effect on the level inter‐firm cooperation, but sub‐national culture in distinctive communities can enhance it.Research limitations/implications – Though the samples were representative and the data rich, this was designed to be a qualitative, exploratory study. Further research is indicated.Practical implications – The findings shed light on strategies for the enhancement of formal and inform...

The effects of co‐location on marketing externalities in the salmon‐farming industry

Purpose – The purpose of this paper is to is focus on the role of geographic co‐location in the development of firm‐level marketing externalities.Design/methodology/approach – A mail survey and quantitative analysis were used to examine the effect of co‐location on externalities. Fast growing salmon farming clusters in Scotland and Chile were chosen where most environmental variables could be controlled. These clusters enjoy business to business marketing practices.Findings – Respondents indicated several externalities yielded by co‐location such as buying intermediate goods, enhanced reputation and joint participation in trade fairs. However, other externalities such as providing access to new technology and referrals to other firms were only slightly indicated useful as produced by co‐location.Practical implications – Practitioners in the salmon farming industry are suggested to pursue inter‐cluster cooperation.Originality/value – While previous findings are conflicting, the contribution of this study w...

Entrepreneurship at the Periphery: Exploring Framework Conditions in Core and Peripheral Locations

This paper reports the findings of the first academic study in Latin America, and one of the few in any emerging economy, to explore entrepreneurial perceptions and activity in peripheral geographic locations. A survey of experts included 139 respondents from three peripheral regions and two core regions in Chile. A key finding is that those located at the periphery perceived critical entrepreneurial resources and access to markets less favorably than their counterparts at the core, but surprisingly, they perceived greater business opportunity in their area. A further survey of 2,200 respondents concerning actual entrepreneurial activities among the total adult population revealed no differences between peripheral and core regions. This study revives the debate about specific regional policies for fostering the growth of local business, and the entrepreneurial framework conditions required at the regional level in emerging economies.

Marketing practices in wine clusters: insights from Chile

Purpose – This 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/approach – A 2011 census of the Chilean wine cluster was undertaken. A 30 per cent response rate was obtained and the results are presented.Findings – The 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 of terroir. 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/implications – The findings shed light on strategies for the enhancement of formal and informal business networks as a facilitator of effecti...

Marketing innovations in the agribusiness sector

Purpose The purpose of this article is to analyse the characteristics and determinants of marketing innovation in companies, using the agribusiness sector as a case study due its economic and social importance in Latin America. Design/methodology/approach Data refer to the VI Innovation Survey undertaken in Chile (2010), based on the OECD guidelines. The authors compare the determinants of innovation in marketing, first among the agribusiness sector and other sectors of the economy, and then comparing their determinants using logistic regressions on other types of innovations in the agribusiness sector. Findings There are differences in the determinants of marketing innovation between agribusiness and other economic sectors. Also, there are differences in relation to the organisational, process and product innovations in the agribusiness sector. Research limitations/implications The results imply the need for further study of marketing innovation and its relationship to other innovations considering diffe...

Intertwining relationship marketing with supply chain management through Alderson's transvection

Purpose – This papers aim is to develop an understanding of how responsiveness in a supply network may be approached from a combined relationship marketing (RM) and supply chain management (SCM) view in a complete seafood supply network context.Design/methodology/approach – The paper takes the form of a case study of the upstream part of an integrated supply network from broodstock to predominately export sales.Findings – Developing responsiveness involves two types of competence; technically generating value through the supply network through product transformations and knowing what the end‐user perceives as value. SCM is proposed as generating value through technical product‐transforming processes while RM as facilitating customer sensing through developed conceptions of value perception in the context of business relationships. Intertwining SCM and RM competencies to achieve responsive product supply is proposed by using Aldersons largely unnoticed transvection understanding of complete marketing cha...

Managing marketing externalities in innovative natural resources-based clusters

Abstract Regional clusters have been the basis for global competitiveness in smaller countries that may lack the domestic market necessary for growth, and for companies in developing economies with weaker infrastructure and limited supporting industries. For this reason, this study explores more specifically the development of co-marketing activities and cooperation between firms operating in innovative resources-based clusters of the salmon farming industry in two leader producers’ countries: Scotland and Chile. The results suggest that social networking activities enhance inter-firm co-operation. This may yield marketing externalities and create new cooperative long-term competitive strategies among firms.

The Chilean wine industry: new international strategies for 2020

Subject area – International marketing, strategic marketing, international strategy, strategic decision making. Study level/applicability – MBA and masters (international business, marketing, international marketing). Case overview – The Chilean wine industry has undergone numerous and profound transformations over the past 30 years. This transformation has allowed a new generation of talented viticulturists and winemakers to capitalize on Chiles viticultural paradise and to produce World Class Wines. Chile exports 70 per cent of its wine production; making it the worlds most globalized wine industry. Despite these undeniable successes, Chilean wines face very high levels of competition in the different world markets and its average prices are substantially lower than those of its competitors. As a consequence, the industrys present profitability levels are low, and there is an urgent need to elevate the premium positioning and average prices to achieve a sustainable return in the long term. The Chilea...