TITLE:
Cooperative Competition Strategies of Industrial Marketing in the Period of Covid-19 Disease
AUTHORS:
Mohammad Taleghani, Maral Shadpour
KEYWORDS:
Industrial Marketing, Cooperative Competition, Strategy, Covid-19 Disease
JOURNAL NAME:
American Journal of Industrial and Business Management,
Vol.13 No.11,
November
30,
2023
ABSTRACT: Although cooperation (simultaneous cooperation and competition) can have a positive effect on company performance, it is unclear how implementation of these
business-to-business marketing strategies can take place during large-scale
emergencies. Therefore, this article examines how organizations use cooperative
competition to cope with the Covid-19 pandemic by benefiting from the
resource-based theory and relational perspective. Prime examples include online stores, pharmaceutical
organizations collaborating to produce vaccines, tech giants collaborating for
greater profits, and charities forming alliances to create a common
goal. This paper enhances the existing literature by highlighting the
heterogeneity of cooperation strategies that firms can face in a global crisis.
Industry players must balance the risks and benefits of collaborative activities. They also have to decide whether to
continue working with their competitors after the end of the pandemic or
to continue their activities based on individual business models. The paper
concludes with some directions for future research.