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The financial services sector operates in a turbulent environment. The availability of financial services for customers has grown considerably, with providers encompassing retailers through to specialists. Food retailers in particular are the non‐financial sector key movers in the market change underway. Within this context, this paper aims to provide a framework to consider the operational, strategic and relational issues concerned with the entry of British food retailers into the financial services sector. It explores in particular the service provision relationships between large food retailers and financial institutions, suggesting that this is a case of co‐opetition, a concept which refers to the concomitant presence of competition and co‐operation in a relationship. Promoters and inhibitors leading to a co‐opetitive relationship involvement are examined.

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