What do we mean by cooperative advantage?

Werner Ketelhöhn

European Management Journal, 1993, vol. 11, issue 1, 30-37

Abstract: There is an alternative to militaristic approaches to competition in business. It is to create cooperative climates within the company and to choose external competitors carefully. Cooperation in achieving negotiated agreements becomes a competitive advantage. Werner Ketelhöhn cites the successful case histories of two Brazilian companies, Industrial Mecanica de Salvador and SEMCO as having achieved strong internal 'partners'. Outside partnerships are possible too, as illustrated by NWZ and Benetton in Europe. The secret is 'out-managing' the competition, not 'out-smarting' it. The author concludes by emphasizing the clear advantages of internal and external negotiated strategies on corporate value-added and distinctive competence respectively.

Date: 1993
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