Winning the battle for market leadership is at the heart of competitive strategy. Overtaking the market leader has often been termed “dethronement” in prior literature and is considered a key managerial objective ( Ferrier, Smith, & Grimm, 1999 ; Smith, Ferrier, & Grimm, 2001a ). Management scholars across different fields have shown that imitating leaders can be an effective way for followers to catch up with and surpass the leader ( Posen, Lee, & Yi, 2013 ). However, less attention has been given to the possibility of leaders imitating competitor moves and to the performance consequences of such a strategy. This is surprising, since leading firms do leverage imitation strategies in attempts to defend their leadership. For example, Apple, the market leader in smartphones for a number of years, imitated the moves made by Samsung in offering larger screens for iPhones two years after Apple’s chief executive officer (CEO) publicly stated that phones w...
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