COOPETITION

The Scandinavian Village at the outdoor trade shows is a good example of coopetition.

THE CONCEPT OF “coopetition” is a business term that is coming up more and more frequently. In theory, it’s easy to see the advantages. Competing companies identify a number of “pre-competitive” areas and find joint solutions that should benefit all who are involved.

SOG, with its 69 member companies and the joint flagship of the Scandinavian Village, seems to be an example of this. Here, visitors encounter several of the Scandinavian brands under one roof – companies that often compete for the same custo mers. But through their cooperation in the Scandinavian Village, the companies have, among other things, succeeded in increasing the international interest in Scandinavia as a leading region for the outdoor industry.

“We found a remarkably high level of trust with in the network, which we believe stems partly from the relatively small size of the network where employees from different companies know each other on a personal level,” concludes Alex Mugrauer.

“We found a remarkably high level of trust with in the network.”Alex Mugrauer, Umeå University