Coopetition as a way to reinterpret distribution relationships with emerging automotive dealer groups

Abstract

Auto makers should gain their dealers' trust to build collaboration and be stronger in market battles. This is far more compelling if it is seen in the light of the emergence of new distribution operators such as dealer groups. This paper explores this domain to understand how the relationship can be optimised. The major findings of a research, made with 250 Italian authorised dealers, let us conclude that dealer groups need customised approaches from their suppliers. We sustain the hypothesis that the relationship with dealer groups is a dynamic equilibrium based on the co-existence of coercive and collaborative strategies. Copyright © 2009 Inderscience Enterprises Ltd.