A STUDY OF THE ADVANTAGES OF COOPETITION IN THE WOODWORKING INDUSTRY ENVIRONMENT IN MALAYSIA

Abstract Coopetition can be characterized as a combination of cooperation and competition. The desire to increase their share of the alliance's revenue is shared by both the antagonistic parties. The purpose of this study was to examine the advantages of coopetition in the woodworking industry environment in Malaysia. The problem addressed in the study includes issues such as the availability of raw materials, labour shortages, shipping prices, and low productivity in the woodworking industry environment. To address these problems, the researcher conducted in-depth qualitative interviews with a purposive sample of nine owners or managers in the woodworking industry environment in Negeri Sembilan and Johor, Malaysia. The interview questions focused on the advantages. Microsoft Word was used for thematic analysis. Significant updates were implemented in data collection and analysis methods, the collection period, and data preparation steps. Findings, derived from multiple sources, presented participant profiles, characteristics, and a comprehensive analysis of statements. Out of nine participants, seven supported themes aligning with coopetition theory in the woodworking industry environment of Negeri Sembilan and Johor, while two participants held contrasting views. This highlights that these two participants did not endorse coopetition, believing competitors wouldn't collaborate and would always remain competitors. In conclusion, this study investigates coopetition dynamics in the woodworking industry environment in Gemas, Negeri Sembilan, and Segamat, Johor, Malaysia. Coopetitive advantages involve resource and order sharing, fostering mutual growth, profit increase with risk reduction, and optimizing market expansion. With insights gathered from interviews with nine participants, this research effectively fulfils its objectives, providing robust evidence of coopetition dynamics in the woodworking industry environment.