Cross-Functional Coopetition: The Simultaneous Role of Cooperation and Competition within Firms
2006, Journal of Marketing
Xueming Luo, Rebecca J. Slotegraaf, Xing Pan
Extant marketing literature tends to view cross-functional relationships as primarily cooperative or competitive in nature, but not both. In contrast, this research focuses on cross-functional coopetition (i.e., the joint occurrence of cooperation and competition across functional areas within a firm). Using responses from midlevel managers and top executives, the authors find that cross-functional coopetition enhances a firm's customer and financial performance. The authors further show that this influence is mediated by market learning, indicating that performance returns to cross-functional coopetition occurs through an underlying learning mechanism.
Luo, Xueming, Rebecca J. Slotegraaf, and Xing Pan (2006), “Cross-Functional Coopetition: The Simultaneous Role of Cooperation and Competition within Firms,” Journal of Marketing, Vol. 70, No. 2, pp. 67-80.