Copycats

How Smart Companies Use Imitation to Gain a Strategic Edge

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 movers. And they avoid costly errors by observing and learning from others? trials.

Copycats presents suggestions for making imitation a core element in your competitive strategy and pairing it powerfully with innovation, including:

· How to select the right model to imitate

· How to avoid oversimplification of a model

· Which imitation strategy to use

· How to prepare and execute an implementation plan

Engaging, practical, and rich in company examples, Copycats unveils how to add imitation to your competitive arsenal.