- Date of publication
- Febrero 2011
- Commercial and Sales
- Study
Sobre esta documentación: José Luis Munuera Alemán y Ana Isabel Rodríguez Escudero. Hay empresas innovadoras exitosas, pero también hay imitadoras prósperas; tanto que incluso algunas se adelantan a sus predecesoras en el mercado. El contexto del mercado y las circunstancias específicas de cada empresa pueden hacer idónea una u otra estrategia. Además, como es obvio, no todas las empresas pueden llegar las primeras, circunstancia que convierte a la entrada posterior en el mercado en una estrategia ineludible. Es más, hay empresas que utilizan adecuadamente ambas estrategias de forma simultánea según su situación en cada una de sus unidades de negocio.
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