What Drives Competitors to Cooperate?: Antecedents of Collective Marketing Coopetition

Abstract

Coopetition is generally referred to simultaneous cooperation and competition between organizations. In this paper, we limit our attention to direct competitors that cooperate with each other. Based on the previous literature, we define coopetition as simultaneous cooperation of direct competitors in some areas of business and competition in other areas of business. Specifically, we focus on one particular type of coopetition, “collective marketing coopetition,” where all or most competitors in an industry cooperate in order to promote a new idea, a new technology, or a new standard collectively.