Two dimensions of the “me too” strategy: consumer and organization

Authors

  • Ana María Arboleda Arango Icesi University

DOI:

https://doi.org/10.18046/recs.i5.454

Keywords:

Categorization, Generalization, “Me too” strategy, Imitation

Abstract

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 categories

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Published

2010-06-01

How to Cite

Arboleda Arango, A. M. (2010). Two dimensions of the “me too” strategy: consumer and organization. Revista CS, (5), 123-147. https://doi.org/10.18046/recs.i5.454