Coopetition in Marketing Channels and Manufactures'Performance——A Study from a Paradox Perspective

Abstract

Abstract:

Building on a paradox perspective, we address two distinct dimensions of the pattern of coopetition:the degree to which coop-eration and competition are balanced and the strength of the balanced coopetition, and provide a conceptual model for examining the effects of these two dimensions on manufactures' performance, as well as exploring the underlying learning mechanism through which these performance effects occur.Results of polynomial regressions and response surface modeling based on 221 paired samples from Chi-na's household appliance industry show that the more balanced cooperation and competition are in a dyad, the higher the manufacture's performance is, and the levels of performance are higher when cooperation and competition are balanced at high rather than low levels.Furthermore, this influence is partially mediated by manufactures' learning in the channels.These findings enrich both coopetition theory and researches on marketing channels, and have important implications for manufactures to develop effective channel coopetitive activi-ties.

Key words: coopetition, performance, learning in marketing channels, paradox

Zhang Yu, Liu Yi, Wang Yajuan. Coopetition in Marketing Channels and Manufactures'Performance——A Study from a Paradox Perspective[J]. , 2017, 29(7): 213-224.

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