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Better, faster, stronger, the impact of market oriented coopetition on product commercial performance

Author

Listed:
  • Marc Robert

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Paul Chiambaretto

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Benjamin Mira

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

  • Frédéric Le Roy

    (MRM - Montpellier Research in Management - UPVM - Université Paul-Valéry - Montpellier 3 - UPVD - Université de Perpignan Via Domitia - Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School - UM - Université de Montpellier)

Abstract

This paper examines the specific impacts of market-oriented coopetition on product commercial performance. Indeed, most contributions have focused on technology-driven coopetition with cooperation on activities that are far from the market (e.g., production, R & D), whereas most coopetitive agreements involve market-oriented coopetition in which the cooperation arises in activities that are close to the market (e.g., marketing, distribution). We first present the specificities of market-oriented coopetition and distinguish horizontal and vertical market-oriented coopetition. We then focus on the performance implications of market-oriented coopetition. Building on social network exchange theory, we elaborate a theoretical framework detailing the mechanisms through which market-oriented coopetition affects product commercial performance. Using a database from the real estate brokerage industry, we validate our hypotheses that horizontal market-oriented coopetition enhances product commercial performance compared to competition, whereas vertical market-oriented coopetition does not. Furthermore, we highlight the existence of a learning effect for horizontal market-oriented coopetition. This research contributes to coopetition theory by defining market-oriented coopetition and studying its performance implications.

Suggested Citation

  • Marc Robert & Paul Chiambaretto & Benjamin Mira & Frédéric Le Roy, 2018. "Better, faster, stronger, the impact of market oriented coopetition on product commercial performance," Post-Print hal-02091702, HAL.
    • Handle: RePEc:hal:journl:hal-02091702
    DOI: 10.3917/mana.211.0574
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    Citations

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    Cited by:

    1. Le Roy, Frédéric & Robert, Frank & Hamouti, Rizlane, 2022. "Vertical vs horizontal coopetition and the market performance of product innovation: An empirical study of the video game industry," Technovation, Elsevier, vol. 112(C).
    2. Paul Chiambaretto & Jonathan Maurice & Marc Willinger, 2020. "Value creation and value appropriation In innovative coopetition projects," Working Papers hal-02497321, HAL.
    3. Antoine Feuillet & Mickael Terrien & Nicolas Scelles & Christophe Durand, 2021. "Determinants of coopetition and contingency of strategic choices: the case of professional football clubs in France," Post-Print halshs-02974491, HAL.
    4. Xie, Qiuhao & Gao, Ying & Xia, Nini & Zhang, Shuibo & Tao, Guowu, 2023. "Coopetition and organizational performance outcomes: A meta-analysis of the main and moderator effects," Journal of Business Research, Elsevier, vol. 154(C).

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