Coopetition to survive. Surving to Coopetition.

THIS STUDY IS BASED ON AN INDUCTIVE STUDY AND IT AIMS TO PRESENT THE THEORETICAL DISTINCTIONS OF THE POSSIBLE UNINTENDED EFFECTS CAUSED BY COOPETITION. THE STUDY FOCUSES ON SAN BENEDETTO SPA, AN TALIAN DRINKS AND BOTTLING COMPANY THAT SURVIVED COMPETITION IN THE SOFT DRINKS AND BEVERAGES INDUSTRY THANKS TO A COOPETITION DRIVEN STRATEGY. IN ADDITION TO COMPETITORS SUCH AS FERRERO AND SCHWEPPES, BIG PLAYERS SUCH AS COCA COLA AND PEPSI CO. SIGNED CONTRACTS WITH SAN BENEDETTO. HOWEVER, FOLLOWING COOPETITION, THERE EMERGED SEVERAL DIFFERENTLY ORIGINATED INTERFERENCES IN THE FlRM'S ORIGINAL BUSINESS MODEL. THIS STUDY HIGHLIGHTS THAT THE INABILITY TO FULLY FORESEE THE EFFECTS OF COOPETITION, AND EVENTUALLY TO METABOLIZE THEM, MIGHT IN THE LONG RUN TURN COOPETITION FROM OPPORTUNITY INTO A TRAP.