Types and Management of Co-opetition Relationship-Network and Communication industry in Taiwan

• Main Authors: Wen-Ping Chen, 陳文萍
• Other Authors: Chun-Ju Wang
• Format: Others
• Language: zh-TW
• Published: 2007
• Online Access: http://ndltd.ncl.edu.tw/handle/jwaju7

碩士 === 銘傳大學 === 國際企業學系碩士在職專班 === 95 === Business environment is like a battlefield. However, traditional competition and management methods have been consistently challenged and improved. Business environment is no longer a battlefield with “win or lose” result. Companies nowadays no longer play “zero-sum games”, but turn to “co-opetition” to jointly create market, in order to create a “win-win” solution. Ray Noorda, founder of Novell, created a new term, “co-opetition” in 1993, which was defined as “compete and cooperate at the same time” with each other to create bigger market and then share. Unlike traditional competition, co-opetition brings more benefits and opportunities and creates bigger market for all players. This study focused on the network and communication industry, which is mature in Taiwan. Through interviews with senior managers, this study try to identify the types of co-opetition and to explain how companies manage these co-opetition relationships. This study found that competition within Taiwan network and communication industry is mainly on sales or product line. Cooperation happens in the following five fields: resources, target market extension, brand promotion and technical cooperation, product line, and hardware, software, and services development. In the above fields, cooperation happens more often than competition. That is, companies in the network and communication industry compete with each other based on cooperation, instead of pure price competition. Management of cooperation relationships tends to be informal. Management by contract happens only when resource are owned by oligopoly firms. Twelve propositions generated after interviews and data analysis, and variables influence co-opetition relationships are identified, moreover, suggestions for firms and consumers are proposed.