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Review of Co-opetition by Adam M. Brandenburger and Barry J. Nalebuff

Author

Listed:
  • Armstrong, J. Scott

Abstract

In this book, Brandenburger and Nalebuff use game theory to develop a set of guidelines that will “make it easier to explain the reasoning behind a proposed strategy.” The games that they use as analogies do not involve sports with their zero-sum outcomes; instead, they consider a variety of games that allow for mutual benefit, as well as arm, for the players. They use the term co-opetition, which is consistent with their message that cooperation pays off in some situations, competition in others. They encourage readers to think about not only how to play the game, but also how to change the rules. Examination of these games leads them to make recommendations for managers, many of which are relevant to marketing managers. So, to the extent that a game is like a business, this book should be useful. My aims in reviewing the book are to ask: (1) Is it new? (2) Is it useful? and (3) Is it supported? The book has flaws, particularly in the area of supporting evidence, but it is an important book.

Suggested Citation

  • Armstrong, J. Scott, 1997. "Review of Co-opetition by Adam M. Brandenburger and Barry J. Nalebuff," MPRA Paper 81675, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:81675
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    References listed on IDEAS

    as
    1. Armstrong, J. Scott & Collopy, Fred, 1996. "Competitor Orientation: Effects of Objectives and Information on Managerial Decisions and Profitability," MPRA Paper 81676, University Library of Munich, Germany.
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    Keywords

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    JEL classification:

    • C7 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory
    • C71 - Mathematical and Quantitative Methods - - Game Theory and Bargaining Theory - - - Cooperative Games
    • P13 - Political Economy and Comparative Economic Systems - - Capitalist Economies - - - Cooperative Enterprises

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