A.Brandenburger, Co-opetition, 1996.
Changing the game
You can change the players in the game, including whether to participate yourself.
You can change the distribution of value added across players by raising your added value, and lowering others.
Rules structure the play, You can influence or change them to our advantage.
Players perception of new market information influences strategic moves. You can manage information to change the game to your advantage.