Somewhat similar is observed in retail with the most prominent example being that of Shopper’s Stop. The Shopper’s Stop mall in Delhi’s 
Rajouri Garden area very proudly displays (and sells!) the in-house brands of its rivals, which include Pantaloon, Provogue, et al. Well, B. S. Nagesh, MD, Shopper’s Stop has no qualms about it. “We believe in offering more brands to our consumers and our strategy is to have a wider portfolio,” he tells 4Ps B&M. However, the point here is not only to cater to the needs of the consumers but in the bargain, it also increases its revenues. Even Tim Enyon, CEO, Provogue argues, “I don’t see any harm in it. Basically Shopper’s Stop wants to maximise its sales per square meter.”
But then it would be wrong to say that the sole aim of co-opetition is only ‘profits’. “There have been instances when companies have unified to protect the interest of the industry as a whole,” agrees Shekhar of Springboard Research. When the pesticides controversy hit the market, Coke and Pepsi fought the allegations hand-in-hand. Moreover, there have been cases when companies have jointly turned the market forces in their favour, a case in point being when all operators raised outgoing rates of local as well as STD calls on the same day in August 2007 (what a coincidence!), without prior notice to the customer.
Internationally too, the phenomenon of co-opetition is very popular. In 2005, Toyota and Peugeot jointly developed Peugeot 107 – a small city car for the European market. The Hyundai Motor Company too, created an engine jointly with Chrysler Corporation, called Hyundai Theta. Even in the late 1990s, Microsoft and Apple signed a contract for joint software development following which Microsoft purchased close to $150 million worth of Apple’s stock and the latter dropped a long-standing patent lawsuit against Microsoft!
Today, situations in the corporate world change at the blink of an eyelid. If arch rivals HT and TOI can shake hands to compete against Mail Today from the India Today group, then perhaps the much-hyped rivalry between King Khan and Big B may become history soon. Question is: who’s their common enemy? Well, that’s for us to know and you to find out. It’s a world of ‘co-opetition’, remember? :-
Rajouri Garden area very proudly displays (and sells!) the in-house brands of its rivals, which include Pantaloon, Provogue, et al. Well, B. S. Nagesh, MD, Shopper’s Stop has no qualms about it. “We believe in offering more brands to our consumers and our strategy is to have a wider portfolio,” he tells 4Ps B&M. However, the point here is not only to cater to the needs of the consumers but in the bargain, it also increases its revenues. Even Tim Enyon, CEO, Provogue argues, “I don’t see any harm in it. Basically Shopper’s Stop wants to maximise its sales per square meter.”But then it would be wrong to say that the sole aim of co-opetition is only ‘profits’. “There have been instances when companies have unified to protect the interest of the industry as a whole,” agrees Shekhar of Springboard Research. When the pesticides controversy hit the market, Coke and Pepsi fought the allegations hand-in-hand. Moreover, there have been cases when companies have jointly turned the market forces in their favour, a case in point being when all operators raised outgoing rates of local as well as STD calls on the same day in August 2007 (what a coincidence!), without prior notice to the customer.
Internationally too, the phenomenon of co-opetition is very popular. In 2005, Toyota and Peugeot jointly developed Peugeot 107 – a small city car for the European market. The Hyundai Motor Company too, created an engine jointly with Chrysler Corporation, called Hyundai Theta. Even in the late 1990s, Microsoft and Apple signed a contract for joint software development following which Microsoft purchased close to $150 million worth of Apple’s stock and the latter dropped a long-standing patent lawsuit against Microsoft!
Today, situations in the corporate world change at the blink of an eyelid. If arch rivals HT and TOI can shake hands to compete against Mail Today from the India Today group, then perhaps the much-hyped rivalry between King Khan and Big B may become history soon. Question is: who’s their common enemy? Well, that’s for us to know and you to find out. It’s a world of ‘co-opetition’, remember? :-
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