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The drivers for collective horizontal coopetition : a case study of screwcap initiatives in the intrnational wine industry
Choi, Pilsik, (2010)
MARKETING - Overcoming Consumer Resistance to Innovation - Under the right circumstances, industry initiatives involving "coopetition" among competitors can reduce customers' reluctance to adopt an innovation.
Garcia, Rosanna, (2007)
Overcoming consumer resistance to innovation