Facing stiff competition in the e$-$reader market, Sumac Industries wants to protect its competitive advantage by increasing the perceived value of its reader. Sumac's best strategy to accomplish this would be to

increase the cost of production to add innovative new features.

highlight the number of celebrities who use Sumac e$-$readers.

lower the retail price of its e$-$reader to attract new customers.

try to imitate some of the features found in competing products.