IMM Coopetition and the Coronavirus R&R 18.5.20 accepted.docx (71.4 kB)
Download fileCoopetition and COVID-19: Collaborative business-to-business marketing strategies in a pandemic crisis
journal contribution
posted on 2020-05-21, 10:01 authored by Jim Crick, Dave CrickAlthough 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 ManagementVolume
88Issue
July 2020Pages
206 - 213Publisher
ElsevierVersion
- 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
2020-05-20Publication date
2020-05-25Copyright date
2020ISSN
0019-8501Publisher version
Language
- en