时间：11月28日，15:00-16:30

地点：中欧平台武东路校区106

演讲者：杨丽凤，副教授，上海科技大学创业与管理学院

摘要：In competitive benchmarking, name brands of similar market prominence can refer to a direct competitor as the source of new product features. This approach is prevalent for brands to generate new products and is an effective tool for firms to build a sustainable competitive advantage. However, some consumers might not react favorably to benchmarking. In studies across four different industries, we show that perception that benchmarking would dilute the brand’s image account for the negative reactions to benchmarking by highly identified consumers. We further demonstrate that these potentially negative reactions by highly-identified consumers can be overcome by reframing the competitive benchmarking decision as consistent with the brand’s image.