Buying Options

Kindle Price: $16.99
includes tax, if applicable

These promotions will be applied to this item:

Some promotions may be combined; others are not eligible to be combined with other offers. For details, please see the Terms & Conditions associated with these promotions.

Deliver to your Kindle or other device

Deliver to your Kindle or other device

<Embed>
Kindle App Ad
Managing Imitation Strategies by [Schnaars, Steven P.]

Follow the Author

Something went wrong. Please try your request again later.


Managing Imitation Strategies Kindle Edition

4.3 out of 5 stars 2 ratings

See all 3 formats and editions Hide other formats and editions
Amazon Price
New from Used from
Kindle
$16.99

Length: 306 pages Word Wise: Enabled Enhanced Typesetting: Enabled
Page Flip: Enabled Language: English

Get 90 days FREE of Amazon Music Unlimited
with the purchase of any eligible product. Shop now

Product description

Review

Edwin Mansfield Director, Center for Economics and Technology, University of Pennsylvania Imitation is a vitally important -- and frequently underestimated and misunderstood -- part of the process of technological change. This book should be of interest and value to many managers here and abroad.

Product Description

Pioneers -- those innovative "first movers" who enter markets before competitors - are often deified as engines of economic growth while imitators are generally scorned as copycats and shameful followers. But who most often wins? Drawing on seven years of research, Steven Schnaars documents that, in sharp contrast to conventional beliefs, imitators commonly surpass pioneers as market leaders and attain the greatest financial rewards.

How do they do it? In this ground-breaking book -- the first to formulate imitation strategies for managers -- Schnaars systematically examines 28 detailed case histories, from light beer to commercial jet liners, in which imitators such as Anheuser-Busch and Boeing prevailed over pioneers. He describes the marketing wars, court battles, and even personal vendettas that often resulted, and shows that imitators have several clear advantages. Pioneers are forced to spend heavily on both product and market development. They also risk making costly mistakes. Pioneers often aid in their own destruction, thrown into confusion by rapid growth, internal bickering, and the neverending search for expansion capital.

Moreover, imitators do not have to risk expensive start-up costs or pursuing a market that does not exist, enabling them to quickly outmaneuver pioneers once the market is finally shaped. By patiently waiting on the sidelines while the innovator makes the mistakes, imitatorscan also usurp benefits from the test of time -- major defects in the product having been removed by the pioneer at an earlier stage in the game.

Schnaars discusses the three basic strategies that successful imitators such as Microsoft, American Express, and Pepsi have used to dominate markets pioneered by others. First, some imitators sell lower-priced, generic versions of the pioneer's product once it becomes popular, as Bic did with ballpoint pens. Second, some firms imitate and improve upon the pioneer's product; for example, WordPerfect in the case of word processing software. Third, building on their capital, distribution, and marketing advantages that smaller pioneers cannot hope to match, imitators use the most prevalent strategy of all -- bullying their way into a pioneer's market on sheer power. In several cases a one-two-punch, or combination of strategies, is often utilized by the imitator to remove any doubt regarding their dominance in the market and in the eyes of the public.

Schnaars concludes that the benefits of pioneering have been oversold, and that imitation compels recognition as a legitimate marketing strategy. It should be as much a part of a company's strategic arsenal as strategies for innovation.

Product details

  • Format: Kindle Edition
  • File Size: 755 KB
  • Print Length: 306 pages
  • Publisher: Free Press; Original ed. edition (29 April 2002)
  • Sold by: Simon and Schuster Digital Sales Inc (AU)
  • Language: English
  • ASIN: B003DYGNRY
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Enabled
  • Average Customer Review: Be the first to review this item
click to open popover

No customer reviews

5 star (0%) 0%
4 star (0%) 0%
3 star (0%) 0%
2 star (0%) 0%
1 star (0%) 0%

Review this product

Share your thoughts with other customers

Most helpful customer reviews on Amazon.com

Amazon.com: 4.3 out of 5 stars 2 reviews
sinubo sinukarto
4.0 out of 5 stars Four Stars
24 December 2016 - Published on Amazon.com
Verified Purchase
Fred Kavanaugh
5.0 out of 5 stars Analysis You Need not Gee Whiz to Entertain You
26 March 2000 - Published on Amazon.com
7 people found this helpful