Publications
Publications
- MIT Sloan Management Review
The Upside to Large Competitors
By: Neeru Paharia, Anat Keinan and Jill Avery
Abstract
Large companies 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 small 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.
Keywords
Brand Management; Competition; Marketing; Brands and Branding; Marketing Strategy; Consumer Products Industry; Food and Beverage Industry; Retail Industry; United States
Citation
Paharia, Neeru, Anat Keinan, and Jill Avery. "The Upside to Large Competitors." MIT Sloan Management Review 56, no. 1 (Fall 2014).