Examples of coopetition

• In 2009, the Prufock Café in London created an “unloyalty card”. Customers had to go for a coffee at cafés from the competition and show their card to get it stamped. Once the card was full, customers could go back to the Prufock Café where they were given a free coffee. The goal was to retain customers of the Prufock Café by showing them that they served the best coffee, but also to force the managers of other cafés to guarantee the quality of their coffee, since they know they face competition. This also allowed bringing a stream of new customers. Ultimately, however, the main goal shared by all was to find a creative answer to the expansion of Starbucks cafés.
• Fiat and PSA created a joint subsidiary that manufactured commercial vehicles of both brands, allowing scale savings by using the same components.