Professional Documents
Culture Documents
Co Opetition
Co Opetition
The ValueNet
Customers
Substitutors
Company
Complementors
Suppliers
Complementor
A player is a complementor if customers value your product more when they have the other players product than when they have your product alone.
Oscar Mayer and Colemans
A player is a competitor if customers value your product less when they have the other players product than when they have your product alone.
Pepsi and Coke
American, United & Mesa are suppliers Customers Short Haul (NEW) Long Haul British Airways, Iberia Car Rentals
American
Substitutors/ Complementors
HP; Compaq; IBM Microsoft HP (Merced) Sun (Solaris + Merced) Compaq (Digital TV standards with MSoft)
INTEL
Suppliers
Limits Microsoft power in ValueNet
Real Networks
Microsoft Sun
Suppliers
Microsoft has 10% stake in RN Sells competing products RN has a deal to optimize RA for Solaris
Questions to ask are: Which rules are helping you? Which ones are hurting you? Rules can be for pricing, advertising, product variety, satisfaction, etc. What kinds of contracts are you willing to write with your buyers and suppliers? Do you want Match Competition Clauses? What does this do for you? Do you have the power to change the rules? Does someone else have the power to overturn them? Can you signal your commitment credibly (Kiwi Air)
Changing tactics
Questions to ask are: How do other players perceive the game? How do these perceptions affect the play of the game? (NY Post vs. Daily News) Which perception do you want to keep, which to change? Do you want the game to be transparent or opaque (fee negotiation between investment banker and firm - guarantee / % fee)? When do you want to send signals that benefit you? When do you want to preserve the fog? To establish credibility (clear the fog) Accept a pay-for-performance contract Offer guarantees or advertise Ask others to demonstrate their credibility to you To preserve the fog Create complexity (long distance calling rates) Bluff: Ask yourself whether you will be believed and under what circumstances Ask what others stand to gain by preserving the fog, and what they could be bluffing about
Changing tactics
Competitive stances that can be used to clear / add to the fog Appear Tough Appear Soft
Being Big
Top Dog
Fat Cat
Being Small
Puppy Dog