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Beneficios y perjuicios de la estrategia de imitación

Author

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  • Ana M. Arboleda

Abstract

Este artículo analiza la estrategia de imitación resaltando sus potenciales beneficios y perjuicios. Utilizando una metodología exploratoria, se usan 15 casos en los que se argumenta competencia desleal por imitación. La discusión ofrece un paralelo entre las razones que tiene una empresa para imitar y para no hacerlo. Se concluye que la imitación es una estrategia viable siempre que la marca se reconozca como atributo distintivo, al tiempo que las marcas seguidoras ganan participación de mercado y comunican atributos acordes a la categoría. Por el contrario, si la imitación afecta negativamente el esfuerzo de una marca por ser distintiva, vulnera la decisión del consumidor al generar confusión y desmotiva el esfuerzo empresarial por la innovación.

Suggested Citation

  • Ana M. Arboleda, 2014. "Beneficios y perjuicios de la estrategia de imitación," Estudios Gerenciales, Universidad Icesi, June.
    • Handle: RePEc:col:000129:011913
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    File URL: http://www.icesi.edu.co/revistas/index.php/estudios_gerenciales/article/view/1793
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    More about this item

    Keywords

    Imitación; Entorno competitivo; Confusión del consumidor;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M38 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Government Policy and Regulation

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