Resumen de The upside to large competitors

Neeru Paharia, Anat Keinan, Jill Avery

• Large competitors are often viewed as a major threat for startups and small companies; big companies have more financial resources and greater scale, market power and brand awareness than smaller ones. However, our research finds that a smaller brand can actually benefit if consumers can see the competitive threat it faces from a larger organization. In six lab and field studies, we explored the effects of having a large, dominant competitor and found that highlighting a large competitors size and close proximity can help smaller brands, instead of harming them. We concluded that framing the game as a competition changes the way consumers view both competing brands and motivates them to express their views and to have an impact in the marketplace through their purchasing