- Jan 9, 2018
Ivey professor Hubert Pun and his colleague Gregory DeYong recently published an interesting examination of copycat strategies and manufacturing responses to such copycats. They examine if, how, and when manufacturers should respond to copycats, using examples from the fashion and consumer electronics worlds. Using game theoretical models, they show that strategic consumer behavior must be considered by firms as a part of their decision-making process in both marketing and operations, and they give managerial advice to those companies competing with fast copycat competitors.
Hubert Pun, Gregory D. DeYong (2017), “Competing with Copycats When Customers Are Strategic,” Manufacturing & Service Operations Management 19(3): 403-418.