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Focusing on the interplay between established firms and startups, this thesis explores how technological disruptions, driven by the Internet, impact market dynamics. It emphasizes the potential synergies that can arise from collaboration, examining corporate incubators, venture capital, and non-equity partnerships as cooperative strategies. Through survey data, the research reveals insights into the experiences and expectations of both incumbents and new entrants. The findings aim to inform managerial practices for navigating innovation and fostering successful partnerships amidst technological change.