The emergence of coopetitive marketing

Authored by: Ca˘lin Gura˘u , Paul Chiambaretto , Frédéric Le Roy

The Routledge Companion to Coopetition Strategies

Print publication date:  September  2018
Online publication date:  October  2018

Print ISBN: 9781138736894
eBook ISBN: 9781315185644
Adobe ISBN:


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Initially developed in strategic management, the concept of coopetition is increasingly used in the marketing field or in a marketing empirical context. In this chapter, we aim to define what we call coopetitive marketing. To do so, we first come back on the origins of the coopetition concept and underline how they relate to the marketing field. We then highlight the main contributions, investigating coopetition strategies through a marketing lens such as pricing or branding policies. Finally, we provide a set of research directions to further our knowledge of coopetitive marketing.

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