Managing Selling Coopetition: A Case Study of the ERP industry

Estelle Pellegrin-Boucher (), Fréderic Le Roy and Călin Gurău'
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Estelle Pellegrin-Boucher: 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
Fréderic 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, Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School
Călin Gurău': Groupe Sup de Co Montpellier (GSCM) - Montpellier Business School

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Abstract: Managing coopetition is important for the success of coopetition strategies. Past studies on the management of coopetition are largely dedicated to R&D coopetition. However, selling coopetition is an important phenomenon that is quite different from R&D coopetition. In this research, we therefore focus on the management of selling coopetition and build on past studies to formalize a framework that combines two complementary principles: separation and integration. We then evaluate the relevance of this framework for managing selling coopetitive agreements by studying how firms from the ERP industry manage their coopetitive selling. The results show that the principles of separation and integration are present but not sufficient to manage selling coopetition. We underline that a third principle, internal arbitration, is a key element in managing selling coopetition. To our knowledge, this is the first study specifically dedicated to the management of selling coopetition.

Keywords: management; alliances; selling; coopetition; arbitration; ICT firms (search for similar items in EconPapers)
Date: 2018
New Economics Papers: this item is included in nep-sbm
Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-02081431v1
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Citations: View citations in EconPapers (3)

Published in European Management Review, 2018, 15 (1), pp.37-56. ⟨10.1111/emre.12123⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02081431

DOI: 10.1111/emre.12123

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