A machine learning approach for the prediction of individual and market level demand from retail loyalty program data: Analytic models and discussion of possible behavioral and business practice mechanisms

As organizations witness increasingly complex business problems, executing it by oneself is a collectively conceived difficulty among all rivals. In consequence, Coopetition strategy has gained traction over the past two decades by researchers and practitioners as a technique to bring about paybacks for most stakeholders. Despite numerous publications on coopetition, the scenario necessitates a more comprehensive review and detects the gaps in the current body of knowledge. The methodology followed a structured literature review and bibliometric analysis of the Scopus database from 1999 to 2022. This study encapsulates search using keywords, selected authors, top-tier business journals and categorization of citation results using TCCM framework to identify gaps in theory, context, characteristics, and methodology. The thorough analysis led to meaningful recommendations for future research directions.