This book is the first to cover marketing management issues in geographically remote industrial clusters (GRICs). The phenomena of GRICs have increased in importance, especially in the Nordic countries, due to changes in industry structures as well as political ambitions. The practice of marketing and marketing management is not singular to industry clusters in Nordic countries. Remote areas in parts of the United States, South and Central America, and South East Asia exhibit similar tendencies. The problems faced by many entrepreneurial managers managing start-up or even existing enterprises are complex and require an in-depth understanding not only of the problems themselves, but also of the contextual framework in which these problems need to be solved. This book contains original cases that cover issues like cluster formation, information gathering, marketing strategies and operations, and information-technology. Examples come from industries like textile & furniture, automobile, agro-machinery, food, wine, software, and management consulting.
Inhaltsverzeichnis
Introduction: An Introduction to Geographically Remote Industrial Clusters; Formation and Growth of Geographically Remote Industrial Clusters; Smaller Manufacturing Enterprises in Geographically Remote Industrial Clusters; Business-to-Consumer Marketing Management; Marketing Management and Cluster Dynamics; Notes on Case Analysis; Collected Cases: Formation of Geographically Remote Industrial Clusters: Instinctive Formation of an Industrial Cluster; Athelia - How Can an Old City Survive the Death of French Shipyards?; Closing the Distance between Two Furniture Clusters - Mobelriket in Lammhult and Tibro Interior in Tibro; Social and Environmental Value-Based Cluster Development - The Dilemma of Wishing to Do Good by Selling Textile Goods; The Textile Firm ZEEL S.A. or the Never-Ending Story of Marketing as Levitt's "Cinderella"; Interactive Recycling - Service Innovation in a Green Cluster; Internal and External Information Needs of Geographically Remote Industrial Clusters: Downturn for a Manufacturing Company in a Geographically Remote Industrial Cluster; Saab - A Case of Emergency; Connecting Strategy with Functional Practice in the Automobile Industry; Cluster Development and Marketing Challenges for a Regional Biorefinery Cluster; Marketing Management Operations and Strategies of Geographically Remote Industrial Clusters: Sweet and Sound with Xylitol; Revitalizing Agro-Machinery Manufacturing in Tanzania - The Case of IEL; Skagenfood A/S in the Northern Jutland Seafood Cluster - Decisions to Develop the Business; Growth Challenges in Small Manufacturing Ventures from Emerging Economies - The Evidence from Moldova; Winery Startup within a Wine-Producing Cluster; Convergence and Differentiation in Regional Know-How - The Case of Central Otago Pinot Noir; Information Technology Issues and Geographically Remote Industrial Clusters: Software Development in a Remote Geographic Location - The Case of TextFlow; National Computer Services, Inc. - Market Options for a Small Middle Eastern IT Company; Golf Goes Virtual with GOLFZON.
