경쟁을 하기보다 협력을 해서 시장 전체의 파이를 더 크게 키운 케이스: PayPal과 HomeAway

 Grow the pie
Another way to get bigger is to literally grow the market you sell to. In macroeconomics
we call this "growing the pie", but that's on a national level. It applies
to an entire market too.
Most Airbnb users never rented vacation rentals before Airbnb arrived. Vacation
rentals were a dusty old market for retirees. By promoting vacation
rentals for young hip people, suddenly everyone jumped in and started renting
them. This didn't just help Airbnb, it helped their competitors like HomeAway
too. They grew the entire market pie to be bigger by making people more
aware of the industry, in turn, they were able to reach a lot more customers.