Qual é o verdadeiro produto que a nossa agricultura pode oferecer? (parte IV)

Na sequência da parte III e das ostras este interessante texto "The Upside to Large Competitors":

"New research suggests that a smaller company can benefit by making consumers aware that it competes against bigger corporations.
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a smaller brand can actually benefit if consumers can see the competitive threat it faces from a larger organization.
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we explored the effects of having a large, dominant competitor and found that highlighting a large competitor’s size and close proximity can help smaller brands, instead of harming them.
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Compared to when they are in competition with brands that are similar to them in size or when consumers view them outside of a competitive context, small brands see consumer support go up when they are faced with a competitive threat from large brands. This support translates into higher purchase intention, more purchases and more favorable online reviews.
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we found that shoppers were significantly more likely to make a purchase after reading the “large competitors” version of the in-store ad, compared to the “small competitors” version or the no competition version. ... These results suggest that framing the competitive game and emphasizing a competitive narrative against a larger company can help a small establishment — and spur consumers to make a purchase that supports the smaller competitor."

Quantos gerentes de PMEs estarão dispostos a investir em intangibilidades como o marketing? Quantos continuam agarrados à produção pura e simples?