O'Reilly logo

The Upside to Large Competitors by Neeru Paharia, Anat Keinan, Jill J. Avery

Stay ahead with the world's most comprehensive technology and business learning platform.

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, tutorials, and more.

Start Free Trial

No credit card required

The Upside to Large Competitors

New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.

Neeru Paharia, Anat Keinan and Jill Avery

Fall 2014

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.

When Cold Stone Creamery, a U.S.-based ice cream chain with about 1,400 stores, moved within 50 steps of a J.P. Licks ice cream store in Newton, Massachusetts, some people expected that ...

With Safari, you learn the way you learn best. Get unlimited access to videos, live online training, learning paths, books, interactive tutorials, and more.

Start Free Trial

No credit card required