Extant marketing literature tends to view cross-functional relationships as primarily cooperative or competitive in nature, but not both. In contrast, this research focuses on cross-functional coopetition” (i.e., the joint occurrence of cooperation and competition across functional areas within a firm). Using responses from midlevel managers and top executives, the authors find that cross-functional coopetition enhances a firm's customer and financial performance. The authors further show that this influence is mediated by market learning, indicating that performance returns to cross-functional coopetition occurs through an underlying learning mechanism.

Is your team struggling and working at cross purposes? Cross-functional teams can deliver results that teams in "business as usual" mode cannot. Even so, many disappoint because they fail to manage the unique complexities of cross-functional teams. Through the Top Ten Unity Factors you create an action plan to capitalize on what is working and improve what is not. It's simple and practical. As a result your team performance and results will soar.