Social comparison among competing firms

• 成果类型: Article
• 署名作者: Kim, Kwang-Ho; Tsai, Wenpin
• 署名单位: City University of Hong Kong; Pennsylvania Commonwealth System of Higher Education (PCSHE); Pennsylvania State University; Pennsylvania State University - University Park
• 刊物名称: STRATEGIC MANAGEMENT JOURNAL
• ISSN/ISSBN: 0143-2095
• DOI: 10.1002/smj.945
• 发表日期: 2012
• 页码: 115-136
• 关键词: Social comparison; COMPETITOR ANALYSIS; competitive action; basking in reflected glory; cutting off reflected failure

摘要

Extending social comparison theory to the context of interfirm competition, we investigate whether and under what conditions firms may benefit by deviating from consumers' views concerning firm comparisons. Based on all of the possible dyadic competitive comparisons among the 26 automakers in the United States, we found that: (1) a focal firm enjoys a greater increase in sales than the target firm when it compares itself with a more reputable target firm, even though consumers do not perceive the focal firm to be comparable to the more reputable firm; and (2) a focal firm enjoys a greater increase in sales than the target firm when it avoids comparison with a less reputable target firm, even though consumers compare the focal firm with the less reputable firm. Copyright (C) 2011 John Wiley & Sons, Ltd.