Book Review: Copycats

Copycats: How Smart Companies Use Imitation to Gain Strategic Edge by Oded Shenkar shows how imitation (or the broad-brushed copying of an innovation) is often as critical to organisational success as innovation.

Not only does the organisation save on R&D costs but also on the marketing costs incurred by first movers, especially if effective learning transfer is taking place. The book is full of challenging ideas that explore how to make imitation a core element in any corporate strategy, including: How to select the right model to imitate; how to avoid oversimplification of that model; which imitation strategy to use; and how to prepare and execute an implementation plan. And, of course, how to ensure all that does not affect the rights of others.

Well presented material on a subject that rarely gets the attention it deserves. The author is the Ford Motor Company Chair in Global Business Management and professor of management at the Fisher College of Business, The Ohio State University.

Reviewed by Professor Bruce Lloyd FCMI, London South Bank University

McGrawHill
£19.99
ISBN 978-1-4221-2673-8