俄亥俄州立大学(Ohio State University)菲舍尔商学院(Fisher College of Business)教授石家安(Oded Shenkar)专门研究这种现象,并著有《模仿的力量:聪明企业如何模仿以赢得战略优势》(Copycats: How Smart Companies Use Imitation to Gain a Competitive Edge)。他认为,在方方面面都模仿市场领先的企业并非明智之举,模仿它们更优秀、更经济、更独到的做法才是可行之道。而且动作要迅速——原创者不会坐视不管、眼睁睁地看着你抢走它们的市常
It can be make sense to let a pioneer go first and then follow as a fast second before they have established a monopoly.
可取的做法是,让先行者先进入市场,并在它建立垄断之前快速跟进,后来居上。
Quite often the imitator’s technology can be more refined and entirely legal. A first mover advantage is all very well, but copycats can learn from a first mover’s mistakes and capitalise on the fact that consumers like choice. They benefit from the fact that a market is known to exist for their product – although they clearly face entrenched competition.
很多时候,模仿者的技术更完善,并且完全合法。先发优势固然重要,但模仿者可从先行者的错误中吸取教训,并且充分利用消费者喜欢货比三家的事实。尽管面临着残酷的竞争,但模仿者的优势在于,它已经知道自己的产品是拥有市场的。
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