According to optimal distinctiveness theory (ODT; Brewer 1991), individuals prefer social groups that are relatively distinct compared to other groups in the individuals' social environment. Distinctive groups (i.e., groups of moderate relative size) are deemed "optimal" because they allow for...

Whether to have a similar or different strategy than firms in same industry is the fundamental question for firms that want to build a competitive advantage. Recent literature, such as the new institutional theory and the perspective of optimal distinctiveness, has emphasized the configuration...