Co-opetition Strategy and Its Relationship with Responsive and Proactive Market Orientation in Iranian Biotechnology Industry
Abstract
Studies confirmed on the role of network factors to extensively influence firm’s market orientation. Co-opetition suggests that companies can interact in competing environment due to conflicting interests, and at the same time co-operate due to common interests for achieving pro-activeness and responsiveness market orientation. Yet little research has been done to investigate the association between market orientation approaches and interfirm network strategies. A sample of 107 small, medium and large companies took part in this research. Partial Least Squares (PLS) approach to Structural Equation Modelling (SEM) was used to explain the pro-activeness and responsiveness market orientation. The results show that co-opetition strategy regarding the trust, cooperation and competition between competitors can affect responsive and proactive market orientation. The conclusion is that, co-opetition is an important phenomenon that should be taken into consideration by marketing planners. The model has contributed to the context of market orientation and practically, serves as a tool for companies to become more market oriented, specifically those in the biotechnology industry.
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