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Article

Types of imitation and startup market performance: the case of Russia

Companies might see imitation as easy strategy for growth. Many imitators, coming from emerging markets, suffer from lack of resources and original technologies. The authors suggested categorisation of imitations in two dimensions. First, imitators copy products, aesthetic, brands and business models of market leaders. Second, imitators copy innovations to different level from pure clones to creative imitations. This study aims to test if different types of imitations in Russian startups lead to varying market and financial results of these startups. The study used quantitative data collected from 76 Russian startups from 18 Russian cities through structured interview. For data analysis, the authors used multiple regression analysis. The findings of this study revealed that product clones lead to better performance than innovations in Russian startups.