Frenemy Marketing: Transforming Competition into Value Co-Creation
This explores the concept of "frenemy marketing," a strategy where businesses treat potential rivals as partners to achieve mutual growth and value co-creation.
It highlights how Mastercard utilized anonymous transaction data to help Ukrainian refugees and Polish entrepreneurs find complementary business locations, turning potential competitors into a supportive community. Additionally, it examines Asahi Beer’s collaboration with the music industry, illustrating how products that compete for a consumer’s limited leisure time can instead enhance the overall customer experience.
By balancing…
The skinny
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