Resumo

ARBOLEDA ARANGO, Ana María. Two dimensions of the ''me too'' strategy: consumer and organization. CS [online]. 2010, n.5, pp.123-148. ISSN 2011-0324.  https://doi.org/10.18046/recs.i5.454.

This document presents a two dimensional analysis of the ''me too'' strategy-- from a cognitive and strategic point of view. The first assumes a psychological perspective using concepts of categorization and generalization. The second presents examples and strategic reasons that led companies to use imitation as a competitive tool. Finally, it is clear that both processes are complementary and form part of the markets' growth and individuals' learning about product categories.

Palavras-chave : Categorization; Generalization; ''me too'' strategy; Imitation.

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