Resumo

ARBOLEDA, Ana M.. Benefits and detriments of imitation strategy. estud.gerenc. [online]. 2014, vol.30, n.131, pp.145-152. ISSN 0123-5923.

This article discusses imitation strategy, highlighting its potential benefits and detriments. By using an exploratory method, the article uses 15 cases that argue unfair competition due to imitation. The discussion offers a parallel among reasons for a company to imitate or not. To conclude, imitation is a feasible strategy as long as the brand is regarded as a distinctive attribute, and at the same time, following brands improve its market share and communicate attributes that are consistent to the product category. On the other hand, if imitation negatively affects brand distinctiveness, then it may cause consumer confusion and reduce the organizational incentive to innovate.

Palavras-chave : Imitation; Competitive environment; Consumer confusion.

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