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Copycats: How Smart Companies Use Imitation to Gain a Strategic Edge Subclass_4) When should I talk aboutIn the business world, imitation gets a bad rap. We see imitating firms as ? me too? players, forced to copy because they have nothing original to offer. We pity their fate: a life of picking up crumbs discarded by innovators striding a path paved with fame and profit. In Copycats, Oded Shenkar challenges this viewpoint. He reveals how imitation? the exact or broad brushed copying of an innovation? is as critical to prosperity as innovation. Shenkar