JRME Accepted Version.pdf (426.41 kB)
Incorporating coopetition into the entrepreneurial marketing literature: Directions for future research
journal contribution
posted on 2018-12-04, 13:36 authored by Jim CrickPurpose – The purpose of this paper is to extend the entrepreneurial marketing
literature to account for coopetition (the interplay between cooperation and
competition). This paper is also designed to highlight the research gaps surrounding
coopetition, so that academics, working at the marketing/entrepreneurship interface,
can undertake more investigations linked with this topic.
Design/methodology/approach – The entrepreneurial marketing literature was
reviewed to develop a conceptual framework, guided by three research propositions,
examining the antecedents and consequences of coopetition, as well as the
boundaries of the coopetition – organisational performance relationship.
Findings – Coopetition activities are driven by an organisation-wide coopetitionoriented
mind-set - the degree to which managers and employees believe in the
importance of cooperating with competitors. Also, coopetition can help entrepreneurs
to access new resources and capabilities from their competitors; however, “too much”
coopetition can lead to tensions between such rival firms. Additionally, it is proposed
that the relationship between coopetition activities and organisational performance is
moderated by competitive intensity (a facet of the competitive business environment).
That is, with higher-levels of competitive intensity, entrepreneurs are less likely to
improve their performance from coopetition activities. That is, the competitive business
environment can affect the delicate balance between the forces of cooperativeness
and competitiveness.
Originality/value – Entrepreneurial marketing research has concentrated on
individualistic perspectives concerning how entrepreneurs operate their businesses.
In this viewpoint, the competitive assumptions of the marketing/entrepreneurship
interface are extended to account for coopetition. This paper also outlines the areas
within the coopetition literature that entrepreneurial marketing scholars should
appreciate. Specifically, entrepreneurial marketing scholars are recommended to
examine the antecedents and consequences of coopetition, coupled with the
moderating role of competitive intensity (a facet of the competitive business
environment) in the coopetition – organisational performance relationship. This article
ends a recommended methodology for academics to test the conceptual framework in
future empirical research.
History
School
- Business and Economics
Department
- Business
Published in
Journal of Research in Marketing and EntrepreneurshipVolume
21Issue
1Pages
19 - 36Citation
CRICK, J.M., 2019. Incorporating coopetition into the entrepreneurial marketing literature: Directions for future research. Journal of Research in Marketing and Entrepreneurship, 21 (1), pp.19-36.Publisher
© EmeraldVersion
- AM (Accepted Manuscript)
Publisher statement
This work is made available according to the conditions of the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) licence. Full details of this licence are available at: https://creativecommons.org/licenses/by-nc-nd/4.0/Acceptance date
2018-12-02Publication date
2019-07-08Notes
This paper was published in the journal Journal of Research in Marketing and Entrepreneurship and the definitive published version is available at https://doi.org/10.1108/JRME-01-2018-0001.ISSN
1471-5201Publisher version
Language
- en