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      Coopetition and COVID-19: Collaborative business-to-business marketing strategies in a pandemic crisis

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          Abstract

          Although coopetition (simultaneous cooperation and competition) should positively affect company performance, it is unclear how implementation of these business-to-business marketing strategies can take place during large-scale emergencies. Therefore, guided by resource-based theory and the relational view, this investigation examines how organisations have used coopetition to cope with the Coronavirus (COVID-19) pandemic. Key examples include retailers sharing information about stock levels, pharmaceutical organisations working together to develop a vaccine, technological giants collaborating for the greater good, and charities forming alliances for a joint cause. This paper strengthens the extant literature by highlighting the heterogeneity of coopetition strategies that firms can use within a global crisis. Practitioners must balance the risks and rewards of coopetition activities. In turn, they should decide whether to continue to cooperate with their competitors once the pandemic has ended, or resume operating under individualistic business models. This article ends with some future research directions.

          Highlights

          • Collaboration with rivals can lead to performance-enhancing business models

          • Network relationships can help owner-managers overcome their lack of resources

          • The potential paradox of coopetition needs effective management

          • Collaborative business models may evolve or end after COVID-19

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          Author and article information

          Contributors
          Journal
          Industrial Marketing Management
          Elsevier Inc.
          0019-8501
          0019-8501
          25 May 2020
          25 May 2020
          Affiliations
          University of Ottawa, Telfer School of Management, Ontario K1N 6N5, Canada
          Author notes
          [* ]Corresponding author. dcrick@ 123456uottawa.ca
          Article
          S0019-8501(20)30375-8
          10.1016/j.indmarman.2020.05.016
          7247501
          © 2020 Elsevier Inc. All rights reserved.

          Since January 2020 Elsevier has created a COVID-19 resource centre with free information in English and Mandarin on the novel coronavirus COVID-19. The COVID-19 resource centre is hosted on Elsevier Connect, the company's public news and information website. Elsevier hereby grants permission to make all its COVID-19-related research that is available on the COVID-19 resource centre - including this research content - immediately available in PubMed Central and other publicly funded repositories, such as the WHO COVID database with rights for unrestricted research re-use and analyses in any form or by any means with acknowledgement of the original source. These permissions are granted for free by Elsevier for as long as the COVID-19 resource centre remains active.

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