imitative strategy
Definition:
A strategy of copying or imitating one's competitors. This may involve both the product of service as well as the marketing mix used. Because of the difficulty involved in preventing imitation firms rely increasingly on BRANDING in order to differentiate themselves from their competitors.
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© Westburn Publishers Ltd 2002, The Westburn Dictionary of Marketing edited by Michael J Baker, ISBN 978-0-946433-01-8. www.themarketingdictionary.com. Entry: [Michael J. Baker], [1998].