The Surrender of A Panoply of Copycats to The Case-Hardened Market Leader: Substantiation from An Experimental Study of The Indonesia Crop-Protection Industry

This study has three objectives: to reveal how to create effective copycats design; to determine the most favorable situation for copycats; to cognize the winner of panoplied copycats versus market leader. Study 1 with participation of 98 farmers revealed that copycats managed to steal quality image of market leader through imitation of typography and colour. Study 2 with involvement of 216 farmers suggested that copycat to situate farmer peers...