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The performance effects of creative imitation on original products: Evidence from lab and field experiments
dc.contributor.authorWang, Liangyan
dc.contributor.authorWu, Brian
dc.contributor.authorPechmann, Cornelia
dc.contributor.authorWang, Yitong
dc.date.accessioned2023-01-11T16:22:18Z
dc.date.available2024-02-11 11:22:16en
dc.date.available2023-01-11T16:22:18Z
dc.date.issued2023-01
dc.identifier.citationWang, Liangyan; Wu, Brian; Pechmann, Cornelia; Wang, Yitong (2023). "The performance effects of creative imitation on original products: Evidence from lab and field experiments." Strategic Management Journal 44(1): 171-196.
dc.identifier.issn0143-2095
dc.identifier.issn1097-0266
dc.identifier.urihttps://hdl.handle.net/2027.42/175410
dc.description.abstractResearch SummaryA market entrant often challenges the incumbent using creative imitation: The entrant creatively combines imitated aspects of the original with its own innovative characteristics to create a distinct offering. Using lab and field experiments to examine creative imitation in China, we find the effects of creative imitations on the originals depend on the creative imitation’s quality. We explore the underlying mechanisms, and show that including a low-quality creative imitation in the retail choice set increases satisfaction with and choice of the original, while a moderate-quality creative imitation does the opposite. Moreover, creative imitation affects consumers’ satisfaction with the original by influencing whether their experience with the original verifies their expectations. Our paper reveals creative imitation effects to help incumbent firms effectively address them.Managerial SummaryWhen the incumbent is challenged by an entrant using creative imitation, consumers may react differently to the incumbent, and understanding consumers’ reactions allows the incumbent to make better strategic decisions about how to address the challenge. Using lab and field experiments, we investigate creative imitations with two quality levels common in our empirical context, low quality and moderate quality, and examine how and why they differentially affect the originals. We find the presence of a low-quality creative imitation actually increased choice of the original by enhancing consumers’ satisfaction with it, while a moderate-quality creative imitation reduced choice of the original by undermining satisfaction with it. Our research suggests the incumbent should address moderate-quality creative imitations’ challenges to customer satisfaction, while temporarily tolerating low-quality creative imitations.
dc.publisherJohn Wiley & Sons, Ltd.
dc.subject.otherproduct quality
dc.subject.othercreative imitation
dc.subject.otherexpectancy disconfirmation
dc.subject.otherchoice set
dc.subject.otherconsumer satisfaction
dc.titleThe performance effects of creative imitation on original products: Evidence from lab and field experiments
dc.typeArticle
dc.rights.robotsIndexNoFollow
dc.subject.hlbsecondlevelUrban Planning
dc.subject.hlbsecondlevelBusiness (General)
dc.subject.hlbsecondlevelFilm and Video Studies
dc.subject.hlbsecondlevelEconomics
dc.subject.hlbsecondlevelManagement
dc.subject.hlbtoplevelBusiness and Economics
dc.subject.hlbtoplevelSocial Sciences
dc.subject.hlbtoplevelArts
dc.description.peerreviewedPeer Reviewed
dc.description.bitstreamurlhttp://deepblue.lib.umich.edu/bitstream/2027.42/175410/1/smj3094.pdf
dc.description.bitstreamurlhttp://deepblue.lib.umich.edu/bitstream/2027.42/175410/2/smj3094_am.pdf
dc.identifier.doi10.1002/smj.3094
dc.identifier.sourceStrategic Management Journal
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