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Managing Selling Coopetition: A Case Study of the ERP industry

Author

Listed:
  • 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)

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.

Suggested Citation

  • Estelle Pellegrin-Boucher & Fréderic Le Roy & Călin Gurău', 2018. "Managing Selling Coopetition: A Case Study of the ERP industry," Post-Print hal-02081431, HAL.
    • Handle: RePEc:hal:journl:hal-02081431
    DOI: 10.1111/emre.12123
    Note: View the original document on HAL open archive server: https://hal.umontpellier.fr/hal-02081431
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    Cited by:

    1. Rouyre, Audrey & Fernandez, Anne-Sophie & Bruyaka, Olga, 2024. "Big problems require large collective actions: Managing multilateral coopetition in strategic innovation networks," Technovation, Elsevier, vol. 132(C).
    2. Badrinarayanan, Vishag & Ramachandran, Indu, 2024. "Relational exchanges in the sales domain: A review and research agenda through the lens of commitment-trust theory of relationship marketing," Journal of Business Research, Elsevier, vol. 177(C).
    3. Frédéric Le Roy & Sea Matilda Bez & Johanna Gast, 2021. "Unpacking the management of Oligo-coopetition strategies in the absence of a moderating third party," Post-Print hal-03349671, HAL.

    More about this item

    Keywords

    management; alliances; selling; coopetition; arbitration; ICT firms;
    All these keywords.

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