---
id: "entity-abhishek-borah"
type: "entity"
entityType: "person"
canonicalName: "Abhishek Borah"
aliases: []
source_timestamps: ["¶3"]
tags: ["author", "researcher", "marketing-scholar"]
related: ["entity-johannes-berendt", "entity-sebastian-uhrich", "entity-gavin-kilduff", "entity-journal-of-marketing-research"]
speakers: ["Abhishek Borah"]
sources: ["tail2"]
isSpeakerEntity: true
---
## Segment 2 — tail2

## Article 124 — a124

# Abhishek Borah

**Profile.** Marketing scholar; per the enrichment, faculty at **INSEAD**. Co-author of the peer-reviewed study 'The Rivalry Reference Effect' ([[entity-journal-of-marketing-research|Journal of Marketing Research]]) and of the Harvard Business Review distillation *'A Good Rivalry Can Elevate Your Brand.'*

**Role in this source.** One of four co-authors / cited voices behind every finding in this vault.

**Attributed contributions (collective authorship):** the core concept [[concept-rivalry-reference-effect]]; the headline claim [[claim-rivalry-boosts-engagement]]; the strategy [[framework-rivalry-leverage]]; the audience matrix [[framework-audience-tone-matching]]; and the article's quotes [[quote-borrowing-storytelling-power]], [[quote-alls-fair]], and [[quote-pleasantly-aggressive]]. Co-authors: [[entity-johannes-berendt]], [[entity-sebastian-uhrich]], [[entity-gavin-kilduff]].