Service innovation and coopetitive dynamics: the case of insurance distribution

Abstract

Coopetition is a complex dynamic in which competing companies cooperate to achieve a common goal. The relationships between these organizations are not linear, and have an impact on their various activities and processes, particularly innovation. Drawing on the theoretical fields of service innovation and coopetition, this unique-case study, based on a 2-year observant participation and semi-directive interviews, highlights the difficulties raised by this informal coopetition. Our findings characterize the areas of cooperation and competition between the general agent and the insurance company. They also highlight an impact on the processes and deliverables of innovation projects, which do not enable the players to reap the full benefits of coopetition. As a result, forms of service innovation constituting a competitive advantage exacerbate competitive behavior, while forms of organizational innovation benefit from cooperative behavior. Highlighting these specificities contributes to a better understanding of coopetitive dynamics between actors in service innovation, and underlines the need to formalize them in a rapidly transforming sector where innovation meets high stakes.