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Multimarket competition and innovation in industrial markets: Spain and Colombia in comparative perspective

Pablo Cabanelas (Escola Universitaria de Estudios Empresariais, Universidade de Vigo, Vigo, Spain)
Luciana C. Manfredi (Mercadeo y Negocios Internacionales, Universidad Icesi, Cali, Colombia)
Juan M. González-Sánchez (Facultad de Ciencias Administrativas y Económicas, Universidad Icesi, Cali, Colombia)
Jesús F. Lampón (Facultade de Ciencias Empresariais e Turismo, Universidade de Vigo, Vigo, Spain)

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Publication date: 13 July 2019



Multimarket competition is an area of competitive dynamics focused on studying situations where firms compete against each other simultaneously in more than one market. The intensity of competition depends on the aggressiveness and the market contingencies, influencing the competitive strategies. Particularly, the purpose of this paper is to explore the influence of multimarket competition and market contingencies on innovation.


An exploratory qualitative approach using the Grounded Theory is applied with conceptual purposes. The data were collected through in-depth semi-structured interviews and additional observations with senior strategies and decision-makers. The paper follows an extensive narrative to understand decision-taking processes on competitive strategy with the support of analytical software. The paper was performed in the automotive components industry making seats in two different countries to acknowledge the influence of market contingencies.


The results suggest that multimarket competition does not reduce the level of aggressiveness, but it offers a background that favors opportunities for companies and new business in circumstances of crisis associated to innovation. Depending on the market contingencies, strategies can foster a higher technological innovation, in those cases of high development in the industry, or diversification, when the development is lower.


This paper contributes to enrich multimarket competition theory with the study of innovation strategies in different market conditions, a topic not much explored in multimarket literature. Additionally, it suggests implications for managers attending to different market contingencies.



The authors want to acknowledge the support by Carolina Foundation and the ICESI University and the University of Vigo.


Cabanelas, P., Manfredi, L.C., González-Sánchez, J.M. and Lampón, J.F. (2019), "Multimarket competition and innovation in industrial markets: Spain and Colombia in comparative perspective", Journal of Business & Industrial Marketing, Vol. 35 No. 3, pp. 457-469.



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