Competitive and Cooperative Behavior in Embedded Markets: Developing an Institutional Perspective on Bazaars

Rohit Varman, Janeen Arnold Costa

    Research output: Contribution to journalArticlepeer-review

    33 Citations (Scopus)

    Abstract

    In an ethnographic study of a retail setting, we examine relationships among competitors. We find that competitors often emphasize various forms of cooperation, and we describe socio-economic behaviors that illustrate how cooperation transcends or mediates competition among retailers. Retailers selectively cooperate and compete for customers in ways that alter our understandings of concepts such as loyalty and market stability, and practices such as marketing communications and pricing. We highlight the significance of these institutional practices and the role they play in forming and maintaining community in a bazaar.

    Original languageEnglish
    Pages (from-to)453-467
    Number of pages15
    JournalJournal of Retailing
    Volume85
    Issue number4
    DOIs
    Publication statusPublished - 1 Dec 2009

    Keywords

    • Competition
    • Cooperation
    • Embeddedness
    • Institutional theory
    • Retailing

    ASJC Scopus subject areas

    • Marketing

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