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Henrich Greve
Professor of Entrepreneurship
Journal Article
Greve H. (2011). Fast and Expensive: The Diffusion of a Disappointing Innovation Strategic Management Journal, 32(9), (pp949-968).
Firms seek to imitate innovations that yield competitive advantage, but imitation can presage disappointment. Because the value of innovation is initially highly uncertain, the firms that adopt early may discover that the innovation is less valuable than expected, and the firms that imitate them will make the same discovery.