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The importance of strategic positioning, along with operational effectiveness, has long been presented as key for the success of the company. There are few studies that highlighted the way in which the market context affects these efforts of the company. The aim of this paper is to explore the influence of the market context on competitor imitation and its further implications on strategy. For this purpose, a literature review was conducted and major concepts were drawn from works of M. Porter,fatcat:fftohu6q75e7hm2777vw3sf6yy