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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
Influencing Factors of Product Diversification and Innovation: An Exploration of Geographic Clustering and Product Breadth
Author(s): Pamela Harper
Citation: Pamela Harper, (2017) "Influencing Factors of Product Diversification and Innovation: An Exploration of Geographic Clustering and Product Breadth," Journal of Marketing Development and Competitiveness, Vol. 11, Iss. 4, pp. 20-27
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Numerous scholars have considered the effects of the geographical clustering or agglomeration of firms. However, the debate over the relationship between firm clustering and firm outcomes has yet to be resolved. Based on our analysis, we propose that firms that are located in clusters benefit from a broader product offering or diversification. However, we also predict that increases in cluster size, beyond a certain point, yields a reduction in product breadth. Our aim in this article is to propose a roadmap for future research on product diversification, to more fully explicate the previous mixed cluster-performance results and strategic marketing implications.
