Estratégia de coopetição na Rede VIP Personalizados em Campina Grande-PB.

Abstract

The objective of this study was to analyze how small entrepreneurs use the coopetition strategy as an alternative to compete in a more balanced way and obtain a competitive advantage. Simultaneously, the research identifies the benefits and difficulties encountered by entrepreneurs and professionals to consolidate the coopetition network. To this end, a qualitative study was carried out based on the case study of the Rede Vip Personalizados in Campina GrandePB, which contains 23 members. The instrument used was a questionnaire applied via Google Forms. It concluded there is a duality of relationship in the entrepreneur network, which goes through competition and coopetition. Therefore, it sets up the coopetition. Although this behavior occurs in an emergent way among the network participants, some actions generate collective and individual gains without formal planning of the coopetition strategy. Also, the entrepreneurs are aware that cooperating with its competitors can learn, experience exchanges, and bargain power with suppliers. Thus, coopetition consolidates the network, being the strategy found to stay in the market and compete in a more balanced way.