Original scientific paper
THE ROLE OF CLUSTERS AND JOINT MARKETING ALLIANCES IN FACILITATION OF THE FOREIGN MARKET ENTRY (THE EXAMPLE OF SLOVAK WINERIES)
Tatiana Hluškova
Maria Šašikova
Abstract
The purpose of the paper is to investigate, how marketing
alliance or clusters of Slovak wineries could
affect their exports and what impact could such
partnerships have on their image abroad. The aim is
to ascertain the opinions of Slovak winemakers on export
and cooperation by means of questionaire survey.
The paper deals with clusters, their functioning
in Slovak environment, wine clusters and marketing
alliances outside Slovakia. It also draws conclusions
from the survey. According to its results, Slovak wineries
recognize the benefits of cooperation. The survey
showed that the willingness to cooperate exist in
Slovak viticulture, which is the basis needed for the
creation of clusters and marketing alliances.
Keywords
wineries; joint marketing alliance; cluster; export
Hrčak ID:
133139
URI
Publication date:
1.12.2013.
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