Abstract
Limits on the imitability of innovations are central to discussions on sustainable competitive advantage. While prior work has focused on limitations on the ability to imitate we argue that it is only the third step in the imitation procedure. Limitations on imitability deriving from the two first steps, recognition of what to imitate and the willingness to imitate, have received almost no research attention. In this paper we focus on limitations on imitation that derive from unwillingness to act. Drawing on the resource based view and institutional theory we test hypotheses of what limits firms willingness to imitate particular new products and we develop the notion of strategizing on norms. We furthermore discuss the complex relationship between institutionalized norms, core competences and systematic differences in the willingness to imitate new products.
