Publication | Open Access
Co‐opetition: Competitive and cooperative business strategies for the digital economy
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1997
Year
Digital BusinessCooperative Business StrategiesA CompanyPrice WarBusinessWhole VocabularyCooperative StrategyBusiness StrategyStrategyStrategic ManagementMarketingCooperative EconomicsDigital Economy
Business discourse frequently frames competition as war, implying clear winners and losers. In practice, price wars rarely produce winners, contradicting the war metaphor.
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.