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Towards an ecological collaborative relationship management A “co‐opetive” perspective

Mosad Amin Zineldin (School of Management and Economics, Växjö University, Sweden)

European Journal of Marketing

ISSN: 0309-0566

Article publication date: 1 December 1998


Attempts to address how organizations are responding to the growing complexities of global business, technology, and virtual organizations. Argues that organizations can co‐operate and compete at the same time in order to be more effective in the marketplace utilizing a relationship perspective. This is why we have integrated the concepts cooperation and effectiveness, to create the new “co‐opetive” terminology. An ecological collaborative value system (CVS) has been developed. The behaviour of the system is affected by the condition of its components, and the system components are affected by environmental conditions. CVS suggests that customers, suppliers, distributors, competitors, and other organizations are equal partners in the system. Argues that it is imperative for a successful alliance and relationship between the collaborators to communicate and cooperate in an atmosphere of frank debate, trust, interdependence, and mutual positive expectation so that the mutual benefits and interests may be achieved. This mechanism may enable each component of the system to monitor its performance and to adjust its operation to ensure uniform quality of its input‐output. In short, it may allow the system to learn, adapt and evolve.



Amin Zineldin, M. (1998), "Towards an ecological collaborative relationship management A “co‐opetive” perspective", European Journal of Marketing, Vol. 32 No. 11/12, pp. 1138-1164.




Copyright © 1998, MCB UP Limited