Document Type : Research Paper

Authors

• Neda Bahmani ¹
• maysam shafiee ²
• Morteza Soltanee ³

¹ PhD Student in Business Management Faculty of Management and Accounting, Farabi campus, University of Tehran ,Qom, Iran

² Associate Professor, Faculty of Management and Accounting, Farabi campus, University of Tehran, Qom, Iran

³ Associate Professor, Faculty of Management and Accounting, Farabi campus, University of Tehran, Qom, Iran.

Abstract

Coopetition, defined as the simultaneous engagement in cooperation and competition among rivals, has become a key approach to value creation in the hospitality industry. This study addresses a theoretical gap in marketing mix design within coopetitive environments by developing an integrative framework. Using an inductive qualitative methodology, the research analyzes twelve prominent hospitality cases through a multiple‑case study approach. The findings introduce the coopetitive marketing mix model (7Co‑o-M‑M), consisting of seven interconnected dimensions: co‑agreements, co‑resources, co‑product, co‑distribution, co‑promotion, co‑pricing, and co‑customer orientation. These dimensions operate within a hierarchical structure where co‑agreements and co‑resources serve as foundational enablers that strengthen operational components. This interaction ultimately leads to coordinated pricing as a systemic outcome, while co‑customer orientation emerges as a synergistic consequence. By extending marketing logic from the firm to the ecosystem level, this study provides a comprehensive empirical model to guide managerial decision‑making and advance future research on coopetitive marketing strategies.

Keywords

• Co-opetition
• Marketing Mix
• Hospitality Industry
• Marketing Strategy
• Business Ecosystem

Main Subjects

• Product advertising and marketing