Summary of hypotheses development using theories related to coopetition
| Hypotheses | Level of coopetition | Digital network scope | Theoretical paradigm | Theoretical explanation | Value creation by digital referral |
|---|---|---|---|---|---|
| H1 | Geographical region | Peer-to-peer digital network | Stakeholder theory | Peer businesses use digital referral for each other to satisfy a broad range of public and private stakeholders | Demonstrate locality and authenticity; exhibit connected regional business community; verify content marketing information; and encourage reciprocity in referring |
| H2 | Physical location | Peer-to-peer digital network | Resource based view | Co-located peer businesses take advantage of each other’s resources to improve competitive position | Optimize keyword-based and location-based online search results; improve distance-based supply chain and economy of scale; reduce marketing campaign cost; and induce joint utilization of resources |
| H3 | Physical location | Augmented digital network | Inter-organizational learning theory | Co-located peer businesses better learn from each other in the overlapping marketplace | Promote interdependent third-party businesses; create social media awareness; and support sales and marketing communications |
| Hypotheses | Level of coopetition | Digital network scope | Theoretical paradigm | Theoretical explanation | Value creation by digital referral |
|---|---|---|---|---|---|
| Geographical region | Peer-to-peer digital network | Stakeholder theory | Peer businesses use digital referral for each other to satisfy a broad range of public and private stakeholders | Demonstrate locality and authenticity; exhibit connected regional business community; verify content marketing information; and encourage reciprocity in referring | |
| Physical location | Peer-to-peer digital network | Resource based view | Co-located peer businesses take advantage of each other’s resources to improve competitive position | Optimize keyword-based and location-based online search results; improve distance-based supply chain and economy of scale; reduce marketing campaign cost; and induce joint utilization of resources | |
| Physical location | Augmented digital network | Inter-organizational learning theory | Co-located peer businesses better learn from each other in the overlapping marketplace | Promote interdependent third-party businesses; create social media awareness; and support sales and marketing communications |