Knowledge, Promotional Events, and the Contribution of Clustering to Innovation

This research provides insight on the mechanisms through which knowledge acquired through promotional events and through spatial co-location simultaneously sustains firm s innovation. Applying the concept of temporary clusters to promotional events, we simultaneously test how internal resources mediating effect and promotional events moderating role affect innovation in clusters. Regression analyses with nonparametric bootstrapping and a large sample of Spanish clusters confirm the synergies derived from the combination of internal resources, local relationships, and complementary foreign events. Although extra-cluster linkages increase this effect, synergies creation requires attendance to international exhibitions or conventions. Valuable implications for practitioners and policy makers are discussed.

This is an author's accepted manuscript of an article published in: “Journal of Promotion Management"; Volume 21, Issue 4, 2015; copyright Taylor & Francis; available online at: http://dx.doi.org/10.1080/10496491.2015.1051407