When entrepreneurs instigate institutional change through coopetition: the case of winemakers in South of France

As an entrepreneurial activity, implementing coopetition involves changing
the relationships between players and modifying deeply their frames of
reference. Our goal is to investigate the change process associated with
the implementation of coopetition as institutional change. By conducting
fifty-nine interviews and many observations with an abductive grounded
theory approach, we uncover four phases of the coopetition process
between winemakers and highlight the ability of these entrepreneurs to
skillfully combine institutional logics to achieve economic performance. We
discuss the implications of our findings for the literature on coopetition and
institutional entrepreneurs’ roles in the coopetition process.