Abstract

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.