Coopetition

The term coopetition was created by Ray Noorda, the founder of Novell, and became popular in the work by Nalebuff, B. and Branderburger, A. Co-opetition, a revolutionary way of competing and cooperating, Village Mondial, 1996. This is the alliance between cooperation and the market: we cooperate for certain things and compete for others. For the authors, cooperation between a company, its providers and its customers lead to products and services that are similar and therefore to potentially increasing the market share. In addition, this alliance can allow penetrating into new markets by joining forces. The conditions for coopetition require a study on inter-dependencies between companies, defining a concrete goal and an agreement to share the effort and the gains.