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Coopetition and COVID-19: Collaborative business-to-business marketing strategies in a pandemic crisis

journal contribution
posted on 21.05.2020, 10:01 by Jim Crick, Dave Crick
Although coopetition (simultaneous cooperation and competition) should positively affect company performance, it is unclear how implementation of these business-to-business marketing strategies can take place during large-scale emergencies. Therefore, guided by resource-based theory and the relational view, this investigation examines how organisations have used coopetition to cope with the Coronavirus (COVID-19) pandemic. Key examples include retailers sharing information about stock levels, pharmaceutical organisations working together to develop a vaccine, technological giants collaborating for the greater good, and charities forming alliances for a joint cause. This paper strengthens the extant literature by highlighting the heterogeneity of coopetition strategies that firms can use within a global crisis. Practitioners must balance the risks and rewards of coopetition activities. In turn, they should decide whether to continue to cooperate with their competitors once the pandemic has ended, or resume operating under individualistic business models. This article ends with some future research directions.

History

School

  • Business and Economics

Department

  • Business

Published in

Industrial Marketing Management

Volume

88

Issue

July 2020

Pages

206 - 213

Publisher

Elsevier

Version

AM (Accepted Manuscript)

Rights holder

© Elsevier Inc.

Publisher statement

This paper was accepted for publication in the journal Industrial Marketing Management and the definitive published version is available at https://doi.org/10.1016/j.indmarman.2020.05.016.

Acceptance date

20/05/2020

Publication date

2020-05-25

Copyright date

2020

ISSN

0019-8501

Language

en

Depositor

Dr James M. Crick Deposit date: 21 May 2020