Market coopetition: Implications of religious identity in creating value added partnership within halal mart retailers
Article publication date: 18 October 2018
Issue publication date: 6 June 2019
The purpose of this paper is to explore coopetition, a strategy that combines cooperation and competition, in addressing relationships between small grocery retailers. Using coopetition as an underlying concept, this study examines how religious influences play a role in determining business strategies for grocery retailers.
This conceptual paper integrates the concept of coopetition into a definition that holds for coopetitive interactions across small-scale retailers. The study uses a qualitative multi-case methodology to gather data regarding horizontal channel relationships in retailing. A preliminary pilot study was conducted to gain a clearer understanding and develop a basic information pattern for the relationship between Halal Mart retailers and coopetition.
Preliminary findings have shown that halal mart retailers at Muslim marts may have involvement with four categories of business relationships (cooperation, competition, coexistence and coopetition).
This paper provides a conceptual understanding of coopetition among small firms, which have not received much focus in the literature. The addition of religiosity extends the theory of coopetition beyond activity, actors and resources.
The authors would like to thank Universiti Teknologi Malaysia (UTM) for research grant approval and financial support. The research is granted by UTM Research Grant (GUP-Vot number 13H31).
Sahlan, M.K., Abu-Hussin, M.F. and Hehsan, A. (2019), "Market coopetition: Implications of religious identity in creating value added partnership within halal mart retailers", Journal of Islamic Marketing, Vol. 10 No. 2, pp. 465-475. https://doi.org/10.1108/JIMA-04-2017-0046
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