Market coopetition: implications of religious identity in creating value added partnership within halal mart retailers

Abstract

Purpose: 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. Design/methodology/approach: 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. Findings: 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). Originality/value: 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.