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RESEARCH PRODUCT

Coopetition strategies to achieve a more sustainable clothing industry

subject

description

The clothing industry has a reputation to operate unethical and unsustainable. Clothing companies are familiar with the issue, but the obstacles are numerous. On the ground of this, coopetition strategies can be the soulution towards a beneficial result. Coopetition strategies is when there is a collaboration between competitors, and the goal of the strategy is fix a common problem that the companies are struggling with. The thesis seeks a beneficial sustainable balance when collaborating with competitors in the clothing industry. The findings and evidence, results in a qualitative method. Five case companies are interviewed, while there was seven interviewees that participated in a semi-structured interview. As a result, the case companies do not want to take charge and lead a coopetition strategy, but all the case companies is willing and seeking a collaboration. Coopetition strategies may be a possible solution for a beneficial outcome, if the companies are on the same page, the actions are done right, and a mutual trust is involved.