후발기업의 모방전략, 환경특성 및 경영성과의 상호관련성 연구

The imitation is a frequently used managerial strategy of the late market entrants. However, the systematic studies on the imitation strategy have rarely been executed as it implies somewhat indecent aspects of the strategy. Furthermore, most of studies on the market entry timing strategy has been focused on finding the competitive advantages of preemptors while not paying enough attention to those advantages of the market followers. It is another reason why imitation strategy, or the followers' competitive strategy, is not fully explored yet. Recently, several case studies that introduce followers' remarkable success stories draws researchers' attention to the imitation strategy. Considering that a systematic research on the imitation practices is necessary but still insufficient, we purpose to examine if the imitation strategy is late entrants' effective strategic alternative to enhance their competitive position and business performances in the market. Through the use of a contingency approach, we tried to look into how the interrelationship among the imitation strategy, competitiveness, and business performances is affected by the environmental variables. The empirical results of our study are as follows: the first, the imitation strategy is effective in enforcing the follower's competitive advantages by strengthening its merits and complementing its weaknesses. The second, the enhanced competitiveness is linked closely to the high business performances. The third, the environmental variables moderate the strengths of relations among the imitation strategy, competitiveness, and performances. The last, the meaningful imitation typology has been derived, and the significant differences in the imitation strategy profiles between the high and low performers in the same strategy typology has been detected.