The Role Of Clusters and Joint Marketing Alliances in Facilitation of the Foreign Market Entry (The Example Of Slovak Wineries)

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.

Key words:

• Wineries
• Joint Marketing Alliance
• Cluster
• Export

JEL classification::

• M31
• Q13
• Q17