Co-opetition is an increasingly popular hybrid corporate strategy, combining cooperative competition and competitive cooperation (Bengtsson and Kock, 2014). It offers organisations five commonly utilised co-opetive models, namely strategic alliance, joint venture, franchising, licensing and co-branding, in which business partners work together to achieve mutual goals, as well as compete in a healthy marketing environment (Leitao et al., 2014). The core of co-opetition, known as the value net framework, provides organisations a guideline to create sustainable...