Overcoming Consumer Resistance to Innovation
An example of a coopetition strategy used to convince a reluctant market to accept one innovation: screw caps on wine bottles in Australia and New Zealand.
Author(s): Rosanna Garcia, Fleura Bardhi, Colette Friedrich
Publisher: MIT Sloan Management Review
Date of publication: 2007
Synopsis
This article is one of the sources used in Manageris’ synopses:
Devise successful coopetition strategies
“Coopetition”—that is, forming an alliance with a direct competitor—is a strategy that can be very effective, but whose mechanisms are not very intuitive. How can you put together all the assets to succeed at this type of alliance?
245a – Synopsis (8p.)
Extended Company