The Strategy of Coopetition: Value-Creating Networks of Partnership Relations - The Case of the Sports Market

Zygmunt Waśkowski

Abstract

The strategy of coopetition is one of the most demanding forms of cooperation, due to the conditions which must be fulfilled by the entities willing to adopt it. On the other hand, the potential benefits for both the coopetitors and their customers make it an increasingly frequently employed market strategy. On the sports market, in the segment of mass running events, their organisers are still rather reserved towards coopetition. However, there are areas in which they would be open for cooperation with organisers of other running events – despite being direct competitors. Coopetition is a relatively new strategy adopted by organisers of mass sports events, with a view of creating a higher value on this market. The article presents the findings of research aimed at testing the justifiability of cooperation, as well as establishing the areas of coopetition among organisers of mass running events
Author Zygmunt Waśkowski (WZ / KSM)
Zygmunt Waśkowski,,
- Department of Marketing Strategies
Pages13-21
Publication size in sheets0.5
Book Laporšek Suzana, Sedmak Suzana, Gomezelj Omerzel Doris (eds.): MIC 2017: Managing the Global Economy. Proceedings of the Joint International Conference, 2017, University of Primorska Pres, ISBN 978-961-7023-71-8, 12 p.
Keywords in Englishcoopetition, partnership relations, sports market
URL http://www.hippocampus.si/ISBN/978-961-7023-71-8/1.pdf
Languageen angielski
Score (nominal)5
Score sourcepublisherList
ScoreMinisterial score = 5.0, 20-03-2020, ChapterFromConference
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