Strategy research on inter-firm cooperation has been commonly affected by a collaborative bias, implicitly assuming that firms interact among each other on the basis of fully converging interests and goals. Yet, plenty of empirical evidence shows that cooperation is affected by the intrusion of competitive issues and that consequently results in a game structure that actually moves away from the ideal circumstance of complete convergent interests. The purpose of this paper is twofold. First, it proposes the notion of cooperation as a truly coopetitive game, where firms interact among each other on the basis of a partially convergent interest structure. Second, it develops a series of propositions linking the rise of coopetition to a set of, respectively, environment-related and firm-related factors in order to explain the drivers of the intrusion of competitive issues within a cooperative game structure. The study eventually provides relevant implications for strategy research that we discuss in the final section. 32

T heories of network evolution frequently focus on "network endogeneity," which stresses predictable, path-dependent evolution rooted in previous network structure. However, theories of technological evolution and innovation remind us that networks may undergo significant change as technological discontinuities exert pressures on existing relationships and firms engage in exploratory search. How can we incorporate sources of change into our theories of network evolution instead of focusing so squarely on sources of inertia? By using recent advances in graph theory, we develop a more flexible theory of network evolution by examining two patterns of partner selection that have the potential to change networks: "shortcut" formation between relatively unconnected partner clusters, and the entry of new firms into the "main component" of incumbent partners. Our findings suggest an important contingency for the endogeneity perspective: structural homophily predicts shortcut formation but not alliance formation within clusters. Furthermore, we demonstrate that the pattern of alliance formation between incumbents and new entrants to the alliance network is driven by a combination of endogenous and exogenous mechanisms. New entrants attach to more prominent incumbents, but they are more likely to attach with an alliance deal that comprises multiple partners. We demonstrate these findings in an industry where systemic technology encourages cooperation and where network entry is prevalent-the mobile communications industry from 1993-2002.

Purpose -There is a pressing need for practitioners to adopt viable analytic procedures that may help them optimize resource allocation to strengthen customer satisfaction. This paper reviews a range of procedures used for measuring customer satisfaction that are identified in the literature and tests which procedures might be more useful to practitioners. Design/methodology/approach -Customer satisfaction measurement procedures developed in the literature are reviewed to assess the non-linear and asymmetric relationship between attribute performance and overall satisfaction. A convergent validity test between the two measurement procedures that the review suggests are the most suitable for application in practice is then conducted to discover the relative merits of each. The test is based on an empirical investigation carried out in the mobile communication industry. Findings -Two measurement procedures were identified as the most appropriate to practitioners, "regression with dummy variables" and the "Importance Grid". These were compared using a convergent validity test, which revealed a lack convergent validity between the two. Discussion about the reliability of the two procedures and the implications for practice is provided. On balance, the regression with dummy variables was identified as the better approach. Originality/value -The paper highlights the importance that recognition is given to the non-linear and asymmetric response of customer satisfaction to the performance of different product/service attributes if appropriate decisions are to be made for allocating marketing resources. While research on customer satisfaction has emphasized the need to account for the non-linear and asymmetric relationship between attribute performance and overall satisfaction, no effort has been made to disseminate these insights fully among practitioners. Since understanding the relationship between attribute performance and overall satisfaction is paramount if resource allocation to improve attribute performance is to be prioritized correctly, there is a pressing concern to move customer satisfaction programs closer to the theory predictions. A range of measurement procedures is reviewed and compared. Through this work, academics and practitioners may gain further insight into procedures for measuring customer satisfaction and an understanding of the relative benefits and limitations of the procedures that may be adopted.

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Purpose -To investigate the theoretical foundations of price as a multi-dimensional component of value and to examine the nature of the relationship between price-attribute perception and overall price evaluation. Design/methodology/approach -The economic theory of the distribution of surplus across customers and the equity theory are used to develop the hypotheses about the multi-dimensional nature of the price construct. Prospect theory is used to predict the relationship between price-attribute performance and overall price evaluation. Data were collected through a structured questionnaire regarding mobile communications operators in Italy. After carrying out a principal factor analysis, several regression models were run to test the hypotheses. Findings -The results confirm that price is a multi-dimensional construct (i.e. made up of cheapness, fairness and variety), yet they do not fully support the prospect theory predictions. Research limitations/implications -Multi-item price measurement scales need to be further developed and validated. The theoretical framework needs to be further validated in other industries to assess the external validity of these findings. Practical implications -Different dimensions of price represent different "evaluation categories", all related to importance, yet vastly different in how one ought to respond to each of them. For price dimensions showing an asymmetric relationship with overall price evaluation, relative importance is a function of performance. Originality/value -This paper extends the price conceptualization from a uni-dimensional to a multi-dimensional construct and suggests an integration of prospect theory. It offers a contribution for research on evaluation measurement procedures as well as on price and value management.