THE PROCESS OF COOPETITIVE STRATEGY: A CASE STUDY OF MICROBREWERIES IN PORTO ALEGRE

ABSTRACT Purpose: The study presents a dynamic and complex procedural experience performed by small microbreweries in a cluster in Porto Alegre, Brazil. Thus, this article aims to establish theoretical propositions about coopetition strategies in this context. Originality/value: One of the gaps in the organizational studies is an understanding of how the process of developing a new strategic dynamic takes place. We consider coopetition to be a process that involves narrow strategies of simultaneous coopetition and cooperation between competing firms, in different areas and levels of interaction. Design/methodology/approach: Qualitative, exploratory research was conducted, using data triangulation and multiple methods. The case study technique was adopted to perform an in-depth examination of the phenomenon of secondary data collection, participant observations, and semi-structured interviews. Findings: The results showed that microbreweries are developing a strategic process of coopetition through greater sharing of resources, information, interactions, learning, and inter-organizational and intra-organizational knowledge, essentially in the stages of distribution and sales. The reports and evidence of the research showed synergy between the mechanisms and common goals found, thus demonstrating the dynamic of these small businesses.

摘要
研究目的：本研究针对巴西阿雷格里港产业集群内的小型精酿啤酒厂所开展的动态复杂流程化实践展开探讨，本文旨在就此场景下的竞合（Coopetition）战略构建理论命题。
原创性/价值：组织研究领域的现有缺口之一，在于对新型战略动态的形成过程缺乏清晰认知。本文将竞合界定为一种过程：竞争企业在不同交互领域与层级，同步实施兼具竞争与合作属性的针对性战略。
研究设计/方法：本研究采用定性探索性研究范式，结合数据三角验证法与多种研究方法。采用案例研究技术，通过二手数据收集、参与式观察与半结构化访谈，对该现象展开深入剖析。
研究发现：结果显示，精酿啤酒厂正通过加大资源、信息、交互、学习以及组织间与组织内知识的共享，逐步构建竞合战略流程，该过程主要集中于分销与销售阶段。本研究的报告与证据表明，所发现的机制与共同目标间存在协同效应，由此印证了这些小型企业的发展动态性。