ENGLISH

Copycats: How Smart Companies Use Imitation to Gain a Strategic Edge

By Oded , Shenkar

Book information

Publisher
Harvard Business Review Press
ISBN
9781422160633, 1422160637
Language
english
Format
EPUB
Filesize
425 kB (435304 bytes)
Pages
134 pages\0
Time added
2020-07-26 19:24:52

Description

In the business world, imitation gets a bad rap. We see imitating firms as?me too? players, forced to copy because they have nothing original to offer. We pity their fate: a life of picking up crumbs discarded by innovators striding a path paved with fame and profit. In Copycats, Oded Shenkar challenges this viewpoint. He reveals how imitation?the exact or broad-brushed copying of an innovation?is as critical to prosperity as innovation. Shenkar shows how savvy imitators generate huge profits. They save not only on R & D costs but also on marketing and advertising investments made by first move.

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