Managing Imitation Strategies

Managing Imitation Strategies

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Schnaars, Steven P. The Free Press, 1995
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IN THIS SUMMARY

Managing Imitation Strategies expounds the different types of product imitations - their successes and failures. Although the evidence in favor of imitation is nearly endless, illustrating that imitation is neither rare or ineffective, this powerful and frequently used entry strategy is often unappreciated and taken for granted. Steven Schnaars draws on seven years of research to clearly and exhaustively document the reality that imitators commonly surpass pioneers as market leaders. Some of them have been known to attain the greatest rewards in terms of the bottom line. Ironically, this work does an excellent job of making the audience aware that innovation is just an alternative strategy and, more often than not, the least advantageous one.