Market coopetition: Implications of religious identity in creating value added partnership within halal mart retailers

Abstract

Purpose

The purpose of this paper is to explore coopetition, a strategy that combines cooperation and competition, in addressing relationships between small grocery retailers. Using coopetition as an underlying concept, this study examines how religious influences play a role in determining business strategies for grocery retailers.

Design/methodology/approach

This conceptual paper integrates the concept of coopetition into a definition that holds for coopetitive interactions across small-scale retailers. The study uses a qualitative multi-case methodology to gather data regarding horizontal channel relationships in retailing. A preliminary pilot study was conducted to gain a clearer understanding and develop a basic information pattern for the relationship between Halal Mart retailers and coopetition.

Findings

Preliminary findings have shown that halal mart retailers at Muslim marts may have involvement with four categories of business relationships (cooperation, competition, coexistence and coopetition).

Originality/value

This paper provides a conceptual understanding of coopetition among small firms, which have not received much focus in the literature. The addition of religiosity extends the theory of coopetition beyond activity, actors and resources.

Citation

Sahlan, M.K., Abu-Hussin, M.F. and Hehsan, A. (2019), "Market coopetition: Implications of religious identity in creating value added partnership within halal mart retailers", Journal of Islamic Marketing, Vol. 10 No. 2, pp. 465-475. https://doi.org/10.1108/JIMA-04-2017-0046