Designing of coopetition strategy categories and their ranking by fuzzy AHP method in the dairy industry

Maintaining a competitive position and survival is one of the most important challenges for companies in conditions of high environmental uncertainty. In such circumstances, it is very difficult for companies to analyze and predict the dynamics of cooperation and competition. At the same time, it is a strategic Coopetition that has been considered by many companies in the last two decades in order to gain, maintain and improve its competitive position. The coopetition that results from the combination of two strategies of competition and cooperation is a new type of relationship between organizations that can lead to win-win conditions.In this fundamental research, after conducting in-depth and semi-structured interviews with 8 experts of Dairy Industry of Iran, theoretical saturation was obtained using the research method of grounded developed by Glaser foundation. By performing analyzes related to open coding, axial coding and selective coding, first the concepts and categories of competitive strategy in this industry were identified and a conceptual model was drawn. Thus, 246 codes, 40 concepts and 7 competing strategy categories have been identified and extracted from expert interviews.In the quantitative part, using Morgan table, 80 experts and managers of the dairy and dairy industry of Tehran and Alborz provinces were selected as a sample, and using the fuzzy AHP method, the concepts and categories were ranked, and as a result, the category The following were ranked in organizational, economic, cultural, technological, marketing, political and social categories, respectively.