Co‐opetition: Competitive and cooperative business strategies for the digital economy

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Abstract
The words we use influence how we think. For example, when we think about business, most of us would probably say “Business is War.” A company has to capture J the market, beat the competition, make a killing, bury the competition. Using this metaphor, we have a whole vocabulary of winners and losers. Yet, in reality, thats often misleading. We may think there will be victors and vanquished in a price war, but in the end, no one wins.

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