Two dimensions of the “me too” strategy: consumer and organization
DOI:
https://doi.org/10.18046/recs.i5.454Keywords:
Categorization, Generalization, “Me too” strategy, ImitationAbstract
This document presents a two dimensional analysis of the “me too” strategy-- from a cognitive and strategic point of view. The first assumes a psychological perspective using concepts of categorization and generalization. The second presents examples and strategic reasons that led companies to use imitation as a competitive tool. Finally, it is clear that both processes are complementary and form part of the markets’ growth and individuals’ learning about product categoriesDownloads
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