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The dark-side of coopetition: it’s not what you say, but the way that you do it

journal contribution
posted on 15.07.2019 by Jim Crick, David Crick, Shiv Chaudhry
This study, underpinned by the Resource-Based View, contributes to our understanding of the dark-side of marketing regarding unwanted and undesirable behaviour that may be detrimental to businesses. It involves regional coopetition (simultaneous collaboration and competition) within New Zealand’s wine sector. Owner-managers of 25 vineyards were interviewed to understand their views towards the potential paradox of coopetition together with another 13 managers that worked at the cellar door (38 interviews in total); also, observations of employees at 13 cellar doors to establish whether what owner-managers claimed was implemented as a ‘strategy as practice’ to customers. In contributing to knowledge, the study finds that although owner-managers of under-resourced firms may advocate the benefits of coopetition to enhance performance, observations indicate that certain front-line employees’ practices were inconsistent with the views of owner-managers. The findings have implications for the way owner-managers recruit, train and incentivise employees to facilitate performance-enhancing service marketing strategies.

History

School

  • Business and Economics

Department

  • Business

Published in

Journal of Strategic Marketing

Citation

CRICK, J.M., CRICK, D. and CHAUDHRY, S., 2020. The dark-side of coopetition: it’s not what you say, but the way that you do it. Journal of Strategic Marketing, doi:10.1080/0965254X.2019.1642936.

Publisher

Taylor & Francis (Routledge)

Version

AM (Accepted Manuscript)

Rights holder

© Informa UK Limited, trading as Taylor & Francis Group

Publisher statement

This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Strategic Marketing on 12 June 2020, available online: http://www.tandfonline.com/10.1080/0965254X.2019.1642936.

Acceptance date

07/07/2019

Publication date

2019-06-12

Copyright date

2020

ISSN

0965-254X

eISSN

1466-4488

Language

en

Exports

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