Selling Coopetition Dynamics: The case of Architecture Companies
This article belongs to the expanding academic literature about selling coopetition. In particular, we focus the attention on the specificities of markets ruled by calls for tenders. We intend to contribute to this new research area with a qualitative empirical study conducted in the architecture industry. The main result lies in the proposition of a conceptual model about selling coopetition dynamics with calls for tenders. Three different forms of selling coopetition are defined and discussed: a priori coopetition, coopetitive answer and a posteriori coopetition.