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Management Research Seminar Series presents: A strategy-as-practice study of coopetition in the New Zealand wine sector: It’s not what you say but the way that you do it

Tuesday, February 28, 2017, 10:00 a.m. to 12:00 p.m.

This study contributes to our understanding of the dark side of the entrepreneurship/marketing interface in respect of potential unwanted and undesirable behaviour that in certain cases may be detrimental to businesses. It employs a strategy as practice perspective in respect of regional coopetition within New Zealand’s wine sector. Coopetition is: “a dynamic and paradoxical relationship which arises when two companies cooperate together in some areas, such as strategic alliances but simultaneously compete with each other in other areas”. Owner/managers of 25 vineyards were interviewed to understand their views towards the potential paradox of coopetition and how this manifested itself in the strategies employed. Another 13 interviews were undertaken with employees that worked at the cellar door of the vineyards; that is, the part of the business that sold direct to customers. Observations were undertaken at the 13 cellar doors to establish whether what owner/managers claimed was actually implemented as strategy in practice. The interview findings indicate that there are a number of potential benefits of coopetition, such as sharing equipment and knowledge that have positive impacts on firms and the wider industry cluster. However, the observational data found dysfunctional behaviour among certain front-line practices that were inconsistent with the views of owner/managers. Some practices were subtler than others, but still unhelpful in potentially bringing back repeat custom or even increasing tourism to regional clusters that was viewed as important in firms’ business models. This has implications for the way owner/managers recruit, train and incentivise employees.


Date:
Tuesday, February 28, 2017
Time:
10:00 a.m. to 12:00 p.m.
Location:
Telfer School of Management
Desmarais Building
DMS 4165
55 Laurier Avenue East
Ottawa, Ontario K1N 6N5
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About the speakers

James M. Crick is a Researcher in the School of Business and Economics, Loughborough University. James’ research focuses on studies at the marketing/strategy interface. Examples of his work has been published in: Qualitative Market Research: An International Journal, Journal of Strategic Marketing, European Business Review, Strategic Change and Marketing Intelligence & Planning.

David Crick is a Professor at the University of Ottawa. David’s research focuses on studies at the marketing/entrepreneurship interface and the public/private sector interaction. Examples of his work has been published in: Journal of Business Venturing, Small Business Economics, Entrepreneurship & Regional Development, Journal of International Entrepreneurship and the Journal of Small Business Management.

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