RED QUEEN COMPETITIVE IMITATION IN THE UK MOBILE PHONE INDUSTRYThis paper uses Red Queen competition theory to examine competitive imitation. We conceptualize imitative actions by a focal firm and their rivals along two dimensions: imitation scope, which describes the extent to which a firm imitates a wide range (as opposed to a narrow range) of new product technologies introduced by rivals, and imitation speed, namely the pace at which it imitates these technologies. We argue that focal firm imitation scope and imitation speed drive performance, as well as imitation scope and speed decisions by rivals, which in turn influence the focal firm performance. We also argue that the impact of this self-reinforcing Red Queen process on firms' actions and performance is contingent on levels of product technology heterogeneitydefined as the extent to which the industry has multiple designs resulting in product variety. We test our hypotheses using imitative actions by mobile phone vendors and their sales performance in the UK from 1997 to 2008. (Levitt, 1966: 38).
INTRODUCTION "Once we become self-consciously aware that the possibilities of innovation within any one company are in some important ways limited, we quickly see that each organization is compelled by competition to look to imitation as one of its survival and growth strategies"The emergence of what has often been referred to as the "new economy" has greatly expanded research on the power of technological innovation to create competitive dynamics that can reshape industries (Baumol, 2004;Teece, 1998). While the focus on innovation as the engine of industry evolution reflects both the potential gains that accrue to first-movers (Lieberman & Montgomery, 1988), and the dramatic impact of disruptive technologies on the competitive landscape (Christensen & Bower, 1996), it inadvertently tends to eclipse the importance of imitation as an agent of change. Researchers that take a broader perspective see imitation as the twin process to innovation that, arguably like innovation, also plays a role in industry evolution in all contexts (Cohen & Levinthal, 1989;Levitt, 1966;Semadeni & Anderson, 2010), but takes on even greater significance in the rapidly changing technologyintensive industries that constitute the new economy. As Baumol (2004) 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 technology -even if the technology is created by others -then its rivals can easily take the lead and make disastrous inroads into the slower firm's sales" (Baumol 2004: 246-247).Formulating an effective imitation strategy is a problem that confronts managers in any industry (Lieberman & Asaba, 2006), but in industries with rapid technological change the problem is compounded by higher levels of uncertainty about the market performance of new product technologies (Utterback & Suarez, 1993). This "technologic...