Product innovation through coopetition in alliances: Singular or plural governance?

• Published in: Industrial marketing management Vol. 53; pp. 77 - 90
• Main Authors: Bouncken, Ricarda B., Clauß, Thomas, Fredrich, Viktor
• Format: Journal Article
• Language: English
• Published: New York Elsevier Inc 01.02.2016; Elsevier Sequoia S.A
• Subjects: Alliances; Competition; Cooperation; Innovation; Innovations; Medical device industry; Product management; Studies
• ISSN: 0019-8501; 1873-2062
• DOI: 10.1016/j.indmarman.2015.11.011

This study researches how firms can improve their product innovation in coopetition alliances through alliance governance. Our survey-based study of 372 vertical alliances in the medical device industry contributes to a clarification of prior studies' contrasting findings on product innovation when coopetition is present in alliances. Our results show that the singular use of relational governance improves product innovativeness in vertical alliances that experience growing levels of coopetition. In contrast, the singular use of transactional governance reduces product innovativeness with growing coopetition. When firms apply both relational and transactional governance as plural governance, vertical coopetition alliances get access to new ways to improve their product innovativeness.