IDEAS home Printed from https://ideas.repec.org/a/ebj/ijpssr/2022v1iia1.html
   My bibliography  Save this article

The Influence of Horizontal Coopetition in Generic Advertising on the Profitability of Micro and Small Enterprises: A Case of Arusha Handicraft Industry

Author

Listed:
  • Twazihirwa Tunzo Mnzava
  • Dr. Gwahula Raphael
  • Dr. Hawa Uiso

Abstract

This study in the handicraft industry in Arusha, Tanzania, was done to determine the influence of coopetition in generic advertising on the profitability of Micro and Small Enterprises (MSEs). It employed the theory of coopetition and resource dependence theory as theoretical frameworks. The objective was to investigate the influence of horizontal coopetition in generic advertising on MSEs’ profitability, with MSEs’ resource interdependence moderating the influence. Data collected by survey approach were quantitatively analysed using the moderated multiple linear regression (MLR) model to test the hypotheses. The results demonstrated that coopetition in generic advertising positively and significantly influenced the MSE’s profitability before and after moderation. The resource interdependence had no statistically significant moderating effect on the influence of horizontal coopetition in generic advertising on the MSE profitability. The results mean that coopetition occurs in all business cycle phases to create joint and firm profitability and that horizontal coopetition is a viable business model that can aid MSEs to be profitable and sustainable. More research needs to be done in a rural setting, involving more variables of coopetition in generic advertising and factoring in the MSE attributes as moderators. The study recommends similar studies on coopetition from industry-specific MSEs and in more tourist areas.

Suggested Citation

  • Twazihirwa Tunzo Mnzava & Dr. Gwahula Raphael & Dr. Hawa Uiso, 2022. "The Influence of Horizontal Coopetition in Generic Advertising on the Profitability of Micro and Small Enterprises: A Case of Arusha Handicraft Industry," International Journal of Politics & Social Sciences Review (IJPSSR), International Journal of Politics & Social Sciences Review (IJPSSR), vol. 1(1), pages 1-14.
    • Handle: RePEc:ebj:ijpssr:2022v1iia1
    as

    Download full text from publisher

    File URL: https://ojs.ijpssr.org.pk/index.php/ijpssr/article/download/5/1/48
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. van den Broek, Judith & Boselie, Paul & Paauwe, Jaap, 2018. "Cooperative innovation through a talent management pool: A qualitative study on coopetition in healthcare," European Management Journal, Elsevier, vol. 36(1), pages 135-144.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hyemi Um & Jingwen Dong & Myeonggil Choi & Jaeyeob Jeong, 2021. "The Effect of Cultural City on Regional Activation through the Consumer Reactions of Urban Service," Sustainability, MDPI, vol. 13(11), pages 1-19, May.
    2. Georgios L. Thanasas & Konstantina Tatsi & Andreas G. Koutoupis & Leonidas G. Davidopoulos & Ioannis C. Ploumpis, 2025. "Health and Clinical Governance: A Systematic Literature Review," Review of European Studies, Canadian Center of Science and Education, vol. 15(4), pages 1-44, January.
    3. Corbo, Leonardo & Kraus, Sascha & Vlačić, Božidar & Dabić, Marina & Caputo, Andrea & Pellegrini, Massimiliano M., 2023. "Coopetition and innovation: A review and research agenda," Technovation, Elsevier, vol. 122(C).
    4. Anne Albert-Cromarias & Catherine dos Santos, 2020. "Coopetition between French healthcare providers: an analysis in terms of proximity," Post-Print hal-02513403, HAL.
    5. Foerster-Pastor Foerster-Metz Ulrike Stefanie & Golowko Nina & Hell Christian Richard & Marquardt Katrin, 2019. "Creating talent pools through coopetition: a case study on vocational training programs in Romania," Management & Marketing, Sciendo, vol. 14(2), pages 203-219, June.
    6. Ra'ed (Moh'd Taisir) Masa'deh, Dr. & Haneen Yaseen & Yasar Shatnawi & Bader Obeidat, Dr., 2018. "Reviewing the Literature of the Effect of Talent Management on Organizational Effectiveness," Journal of Social Sciences (COES&RJ-JSS), , vol. 7(2), pages 139-156, April.
    7. Ming-Chao Wang & Ja-Shen Chen, 2022. "Driving coopetition strategy to service innovation: the moderating role of coopetition recognition," Review of Managerial Science, Springer, vol. 16(5), pages 1471-1501, July.
    8. Wenbin Sun & Rahul Govind & Mahabubur Rahman, 2025. "Risky business or strategic advantage? The varying effects of vertical coopetition on firm risk," Post-Print hal-05224431, HAL.
    9. Klimas, Patrycja & Czakon, Wojciech & Fredrich, Viktor, 2022. "Strategy frames in coopetition: An examination of coopetition entry factors in high-tech firms," European Management Journal, Elsevier, vol. 40(2), pages 258-272.
    10. Albert-Cromarias, Anne & Dos Santos, Catherine, 2020. "Coopetition in healthcare: Heresy or reality? An exploration of felt outcomes at an intra-organizational level," Social Science & Medicine, Elsevier, vol. 252(C).
    11. Anne Albert-Cromarias & Catherine dos Santos, 2020. "Coopetition in healthcare: Heresy or reality? An exploration of felt outcomes at an intra-organizational level," Post-Print hal-02509620, HAL.
    12. Fonseca Cristina & Meneses Raquel, 2020. "Motivations for Coopetition Strategies between Banks and Fintechs," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 282-293, July.
    13. Mariani, Marcello M. & Belitski, Maksim, 2023. "The effect of coopetition intensity on first mover advantage and imitation in innovation related coopetition: Empirical evidence from UK firms," European Management Journal, Elsevier, vol. 41(5), pages 779-791.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ebj:ijpssr:2022v1iia1. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Hazrat Bilal (email available below). General contact details of provider: http://www.ijpssr.org.pk .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.