The influence of culture and size upon inter‐firm marketing cooperation : A case study of the salmon farming industry

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 informal social networks as a route to effective inter‐firm cooperation in marketing, of particular value marketers in small‐and‐medium sized enterprises. They may also be of interest to public bodies, with respect to the role of trade associations. Originality/value – This industry makes a substantial contribution to the rural and regional economies of both the countries. The findings and conclusions are potentially useful to marketing researchers and planners in aquaculture, and may be transferable to other industries and locations.