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Instant Articles (Facebook): The Impact of Trust and Relations Among the Partners Pursuing the Strategy of Coopetition

  • Jan KreftEmail author
Conference paper
Part of the Eurasian Studies in Business and Economics book series (EBES, volume 10/1)

Abstract

Coopetition refers to simultaneous competition and cooperation between the rivals. Such a strategy involves organizations who—while competing and cooperating with each other—both take advantage of such a relation Instant Articles comes as a project involving the coopetition strategy developed by Facebook and press publishers who since 2015 have been offering instant access to articles which until then were first of all available in publishers’ websites or in traditional paper press. The aim of the article is to identify the significance of trust in business partners who have decided to pursue the strategy of coopetition. The survey carried out in May 2016 on the Polish media market was of quality nature. To collect the required data, some in-depth interviews were carried out with the CEOs of publishing companies in Poland. The obtained results indicate a low level of trust in Facebook, expressed by the CEOs of Polish publishing companies. The obtained results allow to conclude that limited trust is not a barrier which entirely excludes a chance for coopetition.

Keywords

Coopetition Facebook Instant Articles News market 

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Copyright information

© Springer Nature Switzerland AG 2019

Authors and Affiliations

  1. 1.Faculty of Management and Social CommunicationJagiellonian UniversityCracowPoland

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