The purpose of this paper is to extend the entrepreneurial marketing literature to account for coopetition (the interplay between cooperation and competition). This paper is also designed to highlight the research gaps surrounding coopetition, so that academics, working at the marketing/entrepreneurship interface, can undertake more investigations linked with this topic.,The entrepreneurial marketing literature was reviewed to develop a conceptual framework, guided by three research propositions, examining the antecedents and consequences of coopetition, as well as the boundaries of the coopetition–organisational performance relationship.,Coopetition activities are driven by an organisation-wide coopetition-oriented mindset – the degree to which managers and employees believe in the importance of cooperating with competitors. Also, coopetition can help entrepreneurs access new resources and capabilities from their competitors; however, “too much” coopetition can lead to tensions between such rival firms. Additionally, it is proposed that the relationship between coopetition activities and organisational performance is moderated by competitive intensity (a facet of the competitive business environment). That is, with higher levels of competitive intensity, entrepreneurs are less likely to improve their performance from coopetition activities. That is, the competitive business environment can affect the delicate balance between the forces of cooperativeness and competitiveness.,Entrepreneurial marketing research has concentrated on individualistic perspectives concerning how entrepreneurs operate their businesses. In this viewpoint, the competitive assumptions of the marketing/entrepreneurship interface are extended to account for coopetition. This paper also outlines the areas within the coopetition literature that entrepreneurial marketing scholars should appreciate. Specifically, entrepreneurial marketing scholars are recommended to examine the antecedents and consequences of coopetition, coupled with the moderating role of competitive intensity (a facet of the competitive business environment) in the coopetition–organisational performance relationship. This paper ends with a recommended methodology for academics to test the conceptual framework in future empirical research.

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将竞合纳入企业营销文献

本文的目的是扩展企业家营销文献，以说明竞争（合作与竞争之间的相互作用）。本文还旨在突显同业竞争方面的研究差距，以便从事市场营销/企业家关系研究的学者可以进行与此主题相关的更多研究。审查了企业营销文献，建立了一个概念框架，由三个研究命题，研究合作竞争的前因和后果，以及合作与组织绩效关系的边界。竞争活动是由整个组织面向合作的思维模式驱动的，即经理和员工相信重要性的程度与竞争对手合作。还，合作可以帮助企业家从竞争对手那里获得新的资源和能力；但是，“太多”的竞合会导致这些竞争对手之间的紧张关系。此外，有人提议通过竞争强度（竞争商业环境的一个方面）来缓解竞合活动与组织绩效之间的关系。也就是说，随着竞争强度的提高，企业家通过竞合活动提高绩效的可能性较小。就是说，竞争性的商业环境会影响合作与竞争力之间的微妙平衡。企业家的市场营销研究集中于关于企业家如何经营其业务的个人主义观点。从这个角度来看，营销/创业界面的竞争性假设被扩展到考虑竞争。本文还概述了合作营销文学中企业家营销学者应赞赏的领域。特别是，建议企业家营销学者研究合作竞争的前提和后果，以及竞争强度（竞争商业环境的一个方面）在合作与组织绩效关系中的调节作用。本文以一种推荐的方法为结尾，供学者在未来的实证研究中测试概念框架。特别是，建议企业家营销学者研究合作竞争的前提和后果，以及竞争强度（竞争商业环境的一个方面）在合作与组织绩效关系中的调节作用。本文以一种推荐的方法为结尾，供学者在未来的实证研究中测试概念框架。特别是，建议企业家营销学者研究合作竞争的前提和后果，以及竞争强度（竞争商业环境的一个方面）在合作与组织绩效关系中的调节作用。本文以一种推荐的方法为结尾，供学者在未来的实证研究中测试概念框架。