Sometimes the best way to stay competitive is not to compete. It may be less risky than you think.

More and more companies – from start-ups to incumbents– are taking a less literal approach to pursuing competitive advantage. They’re discovering untapped value potential by engaging industry rivals with a hybrid strategy of cooperation and competition, or “coopetition”. For example, Amazon and LinkedIn have welcomed competitors onto their respective platforms, recognising that expansion of their network was its own reward.