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Indiana University Bloomington


Kelley Marketing

Kelley marketing faculty have served as consultants and trainers for IBM, 3M, Dow, Diebold, ExxonMobil, Publix, National City, Cummins, Microsoft, Touchstone Energy, J.D. Power and Associates, and many other organizations.

Recent Publications

Journal Articles

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.