What’s the right game? Time-to-market vs “coopetition” in the Myanmar mobile market

  • Ashish Kumar, Ravi Shankar, Kirankumar S. Momaya
  • Asia Pacific Journal of Marketing and Logistics, April 2015, Emerald
  • DOI: 10.1108/apjml-11-2014-0169

What is it about?

We study, from a Myanmar mobile operator’s point of view, the trade-off between trying to trying to get to untapped towns and villages faster than competition (“time-to-market” strategy) and cooperating with competition through network sharing to reduce costs (“coopetition” strategy). An operator motivated by time-to-market advantage expects better margins by capturing market share ahead of competition. However, when every operator follows this individual agenda, its time-to-market benefit depends on whether it is actually faster than competition. In contrast, coopetition eliminates costs by design and provides assured margin improvements.

Why is it important?

The paper applies system dynamics modelling, which is under-represented in marketing, to a study on coopetition in the mobile industry, in the context of Myanmar, a market which is rarely studied in marketing research.

Perspectives

Ashish Kumar
Nokia Oy

The paper is based in part on practical work done for a consulting case.

Read Publication

http://dx.doi.org/10.1108/apjml-11-2014-0169

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