Strategies de Co-Opetition et Performance a l’export : Cas Des PME Marocaines Exportatrices

Abstract

Strategic alliances are characterized by the simultaneity of cooperation and competition. This phenomenon was popularized under the notion of coopetition. This article focuses on the study of the impact of co-opetition strategies on the export performance of SMEs. The data collected by questionnaire from a sample of 150 Moroccan exporting SMEs were analyzed by structural equations according to the PLS approach. The results show that trust acts as a moderator of the cooperative relationship between competitors. The latter develop their competitive behavior to achieve their export objectives, especially as there is cooperation and a climate of trust is established.