Development Goal Nalebuff Process 
Harvard Business Review
FEBRUARY 10, 2014
It turns out, where there is money to be made, self-interest prevails, thus trumping cooperation in the process. Nalebuff have written in their book Co-Opetition , businesses that form co-opetitions become more competitive by cooperating. They’re now talking about joint ventures to develop a lightweight-hybrid truck.
Harvard Business Review
MARCH 12, 2012
That strategy could be especially effective if the company priced access at the point just below the competitions' 'go/no-go' price for developing similar technology. This insight shaped and informed venerable brands' efforts to collectively develop new geographic markets while maintaining their competitive differences.
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