Coopetition as a Way to Circular Economy: The case study of InnoVentum in the electric vehicle chargers market

Monika Priecelova

Student thesis: Master thesis


Resource scarcity is becoming more and more of an issue in today’s business world. Companies face price fluctuations and increasing prices of materials stemming from this stock depletion. From the other side, confronted with the push from governments, who impose stricter restrictions on environmental issues, such as reduction of emissions, companies are not left with much wiggle room. Even more so now, when consumers are starting to take interest in where their products come from. One of the possible solutions to overcome these threats is to implement circular economy principles. Circular economy calls for a change in thinking of all parties involved in the transaction of goods and services from production, usage to disposal. For the system to work, strong relationships between governments, consumers and companies need to be build. Required is cooperation across different sectors, even between competing companies. Coopetition offers a way for competitors to cooperate. Academic literature does not explore the potential of combining coopetition with circular economy. Both concepts are fairly new, not yet well known, providing many possible areas of further research.This master thesis looks at how coopetition can aid the rise of circular economy in the electric vehicle chargers market. Applying a case study approach, the thesis concentrates on the Swedish company InnoVentum. InnoVentum designs, markets, and distributes photovoltaic solar panels, wind turbines and their hybrids. One of these hybrids – Giraffe 2.0 and its use as an electric vehicle charger is the main element of this thesis. InnoVentum being an ecopreneurial company is looking to find partners with similar interests in markets that would be attractive for the Giraffe. Creating an analysis for country selection, as well as an analysis for partner selection, the best possible options are analyzed to provide an answer to the research question which reads: How can InnoVentum coopete with potential partners in, from their perspective, most attractive markets in order to achieve circular economy? After the identification of countries and possible companies, the ideal circular economy electric vehicle charger market is presented with descriptions of how InnoVentum, with its partners, could contribute to the acceleration of the uptake of circular economy through coopetition.

EducationsMSc in Business, Language and Culture, (Graduate Programme) Final Thesis
Publication date2016
Number of pages99