%0 Journal Article 
%T Beneficios y perjuicios de la estrategia de imitación
%J Estudios Gerenciales; Vol. 30 No. 131
%D 2014
%U http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1793
%X 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.
%K Facultad de Ciencias Administrativas y Económicas
%K Producción intelectual registrada - Universidad Icesi
%K Estudios Gerenciales
%K Beneficios
%K Estrategias
%K Consumidores
%K Economía
%K Negocios y management
%K Economics
%K Business
%K Benefits
%K Consumers
%K Strategies
%~ GOEDOC, SUB GOETTINGEN