Imitation can generally be described as following a leader in an attempt to benefit from being associated with him. Imitation as a strategy is true robust in FMCG, allows you to save a lot of time on bringing a new product to the market, and most importantly, remove the risks of product rejection. Imitation requires camouflage, which is why we see on any beer shelf the beer with german-language labels or the Czech naming on beer that has nothing close to authentic examples of brewing. However, an attempt to imitate the original source may not always succeed


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