Jingjing Liang

Apr 10, 2023 | mdpi.com | Changzheng Zhang |Jingjing Liang

2. Literature and HypothesesThe impact mechanism of differentiation strategy on EECG can be interpreted in two ways. Firstly, a differentiation strategy improves a company’s sustainable competitive advantage through technological innovation [], which requires continuous investment and exploration of new areas to capture consumers’ minds and meet market opportunities. Therefore, the implementation of a differentiation strategy is usually accompanied by higher investment in R&D.