MOST OF THE jargon of business strategy is derived from warfare. Campaigns, guerrilla attacks, capturing markets, and so forth make us think in terms of killing off the opposition, seizing their territory, and establishing a new regime with ourselves as leaders. There is no reason why business should be a battleground, however. It is perfectly possible to cooperate rather than compete—provided you stay within the law.
Cooperation with non-competitors has been a common marketing ploy for many years: takeaway food outlets cooperating with video rental stores, for example, and tourist attractions cooperating ...
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