While it could be argued that globalisation would diminish the importance of a company’s location, research has shown that in an increasingly complex, knowledge-based and dynamic economy, regional collaboration has in fact become a critical aspect of enhancing competitiveness, locally as well as globally. Still, in order to create sustainable, innovative and successful clusters, interaction and collaboration among its members is necessary, which is not always easy to accomplish and requires actions that stimulate bottom-up activity rather than top-down directives.
Taking a practice-based perspective, this paper explores what cluster management do in their everyday activities to support collaboration among cluster members, based on a qualitative case study of 14 Swedish regional clusters and cluster initiatives. The paper contributes by outlining and discussing two distinct and essential practices–orchestrating and narrating.