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Journal of Marketing Vol. 78 No. 6 2014

Bringing “Place” Back In: Regional Clusters, Project Governance, and New Product Outcomes

Paul Tracey1; Jan B. Heide2; Simon J. Bell3

1 Professor of Innovation & Organization, Judge Business School, University of Cambridge · 2 Irwin Maier Professor of Marketing, School of Business, University of Wisconsin–Madison; Professorial Fellow, Department of Management and Marketing, University of Melbourne; and Fellow in Marketing, Judge Business School, University of Cambridge · 3 Professor of Marketing, Faculty of Business and Economics, University of Melbourne

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Abstract

The authors examine new product outcomes in the context of regional clusters. On the basis of prior research on marketing relationships, clusters, and social networks, they propose that the overall configuration of a cluster helps promote particular governance practices among its members. These practices have distinct value-creating properties, and when they are brought to bear on a specific new product development project within a cluster, they promote performance outcomes such as product novelty and speed to market. Ultimately, these performance effects are reinforced by the configuration of the cluster itself. In general, the authors propose that new product outcomes result from complex interactions between a cluster's macro-level configuration and its micro-level governance processes. More broadly, their framework points to the importance of geographical variables and to the role of “place” in marketing decision making.

DOI
10.1509/jm.13.0524
Volume
78
Issue
6
Pages
1-16
Language
en
Sources
crossref openalex

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