Co-Opetition Between SAP And Oracle: The Effects Of The Partnership And Competition On The Companies Success

Troesch, Erin M.; Schikora, Paul F.

doi:10.19030/jbcs.v6i4.891

Cited by 4 publications

(1 citation statement)

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“…We studied the management of selling coopetition among three main competitors in the ERP industry: SAP, Oracle and IBM (see Table ). We chose ERP because this industry offers numerous examples of coopetitive selling agreements (Troesch and Schikora, ).…”

Section: Methodsmentioning

confidence: 99%

Managing Selling Coopetition: A Case Study of the ERP industry

Pellegrin‐Boucher

Roy

Gurǎu

2017

European Management Review

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Managing coopetition is important for the success of coopetition strategies. Past studies on the management of coopetition are largely dedicated to R&D coopetition. However, selling coopetition is an important phenomenon that is quite different from R&D coopetition. In this research, we therefore focus on the management of selling coopetition and build on past studies to formalize a framework that combines two complementary principles: separation and integration. We then evaluate the relevance of this framework for managing selling coopetitive agreements by studying how firms from the ERP industry manage their coopetitive selling. The results show that the principles of separation and integration are present but not sufficient to manage selling coopetition. We underline that a third principle, internal arbitration, is a key element in managing selling coopetition. To our knowledge, this is the first study specifically dedicated to the management of selling coopetition.

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Section: Methodsmentioning

confidence: 99%