How conflicts with partners help an underdog to innovate and grow the largest in the world-case Metallica

Abstract

The aim of this study is to examine how conflicts with partners may help an underdog organization to innovate and grow. The research was conducted as a qualitative and longitudinal case study of Metallica band as the underdog, and its partners. Metallica was chosen as the focal company because of its conflict sensitivity, success, and ability to challenge the current state. The study indicates that conflicts with partners played a remarkable role in Metallica's innovativeness and growth. The band's music and appearance initially had many opponents, which Metallica had to overcome. Thus, competition was emphasized as a conflict management style. At the same time, the underdog effect was present. The giant leap in performance, however, took place when competition and collaboration styles were utilized in parallel. The study also presents a proposition for a new conflict process model including six improvements to the current model. The most important proposed improvement is coopetition as a new conflict management style.