Global Marketing Strategies of Innovative Clusters: Creating Self-sustained Ecosystems

Bistra Vassileva ()
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Bistra Vassileva: University of Economics-Varna

Journal of Emerging Trends in Marketing and Management, 2018, vol. 1, issue 1, 252-262

Abstract: Innovation through creation, diffusion and use of knowledge has become a key driver of economic growth and provides part of the response to many new societal challenges. However, the determinants of innovation performance have changed in a globalizing knowledge-based economy (OECD, 2001). Innovation results from increasingly complex interactions at local, national and global level among various types of stakeholders – business entities, universities, research institutions, public authorities, etc., clusters being an opportunity for its development. This paper examines international marketing strategies of innovative clusters aimed at creating self-sustained ecosystems from systems theory point of view. The evolution of the original concept of ‘business clusters’ proposed by Michael Porter (1990) is presented as theoretical background. The notion of innovative clusters as drivers of national innovation systems is considered focusing on the concept of clusters of innovation. The research examines the development of regional ecosystems (Black Sea Region) and their global marketing strategies. The results of a survey of cluster managers from Black Sea Region counties are presented. The empirical contribution comes from the unique comparative data from innovative clusters in five countries and various industries, but at different stages of economic development and positioning in the global marketplace. The author focuses on the dynamics of innovative clusters and the role of knowledge and technology transfer in self-sustained ecosystems.

Keywords: innovative clusters; ecosystem approach; global marketing strategy. (search for similar items in EconPapers)
JEL-codes: L10 M31 (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (1)

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