Food marketing: Strength in numbers

Companies find it hard to co-operate. They should try harder.

Food marketing: Strength in numbers

Damien McLoughlin, Mary Shelman and David E BellUCD Michael Smurfit Graduate Business School and Harvard Business School

TROLL-CALL of food and agribusiness firms of global scale is noteworthy but short. ‘Co-opetition’ is a strategy that invites competitors to compete in some areas and co-operate in others. The advantage, from an indigenous firm's perspective, is that scale can be relatively cheaply and quickly assembled. The authors use two Harvard Business School case studies1 to demonstrate the strategy's potential.

INTERNATIONAL BUSINESS 2020 AND ‘CO-OPETITION’

Few crystal-ball gazers in 2000...

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