ABSTRACT
Imitation is not a recent phenomenon. As much literature shows, it can strongly influence the growth and profitability of firms, and it is more commonplace in business than innovation. While generally associated with issues of appropriation of reputation and legitimacy, the concept of “imitation” has different meanings across countries and has evolved over time. Imitation can be considered legitimate business, associated with competition, or even a first step towards incremental innovation. It can also be considered illicit business, associated with unfair competition, a cause for unemployment, and a strategy created to mislead consumers. While this phenomenon of imitation applies to virtually all industries, historically one industry particularly affected on a global scale was the alcoholic drinks industry. Drawing on a historical perspective and international comparative analysis, this study looks at the motivations for imitation, types of imitation, and strategies followed both by imitated entrepreneurs and imitators. The study also extrapolates general patterns on how different types of social, economic, cultural, and institutional environments restricted or enabled the development of imitation, and how imitation indirectly contributed to the making of global business in the alcoholic beverages industry.
