Skip to Main Content
HBS Home
  • About
  • Academic Programs
  • Alumni
  • Faculty & Research
  • Baker Library
  • Giving
  • Harvard Business Review
  • Initiatives
  • News
  • Recruit
  • Map / Directions
Faculty & Research
  • Faculty
  • Research
  • Featured Topics
  • Academic Units
  • …→
  • Harvard Business School→
  • Faculty & Research→
Publications
Publications
  • Article
  • MIT Sloan Management Review

The Upside to Large Competitors

By: Neeru Paharia, Anat Keinan and Jill Avery
  • Format:Print
ShareBar

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).
  • Find it at Harvard
  • Purchase

About The Author

Jill J. Avery

Marketing
→More Publications

More from the Authors

    • June 2024 (Revised November 2024)
    • Faculty Research

    Dylan Mulvaney and Bud Light

    By: Jill Avery and Celine Chammas
    • June 2024 (Revised October 2024)
    • Faculty Research

    FARM Rio: Bringing a Brazilian Fashion Brand to the World

    By: Isamar Troncoso and Jill Avery
    • May 2024
    • Faculty Research

    HubSpot and Motion AI (B): Generative AI Opportunities

    By: Jill Avery
More from the Authors
  • Dylan Mulvaney and Bud Light By: Jill Avery and Celine Chammas
  • FARM Rio: Bringing a Brazilian Fashion Brand to the World By: Isamar Troncoso and Jill Avery
  • HubSpot and Motion AI (B): Generative AI Opportunities By: Jill Avery
ǁ
Campus Map
Harvard Business School
Soldiers Field
Boston, MA 02163
→Map & Directions
→More Contact Information
  • Make a Gift
  • Site Map
  • Jobs
  • Harvard University
  • Trademarks
  • Policies
  • Accessibility
  • Digital Accessibility
Copyright © President & Fellows of Harvard College.