TY  - JOUR 
TI  - Beneficios y perjuicios de la estrategia de imitación
JO  - Estudios Gerenciales; Vol. 30 No. 131
PB  - Universidad Icesi
PY  - 2014
AB  - 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.
KW  - Facultad de Ciencias Administrativas y Económicas
KW  - Producción intelectual registrada - Universidad Icesi
KW  - Estudios Gerenciales
KW  - Beneficios
KW  - Estrategias
KW  - Consumidores
KW  - Economía
KW  - Negocios y management
KW  - Economics
KW  - Business
KW  - Benefits
KW  - Consumers
KW  - Strategies
UR  - http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1793
ER  -