Marketing Group Seminar: Towards a Better Understanding of the Effectiveness of Product Imitation


Speaker: Femke van Horen
Location: 223 A Hayden Hall

As part of the Marketing Group Seminar series Femke van Horen of VU Amsterdam will present on product imitation. Often, products imitate other successful similar products in packaging and label style. By imitating certain successful brands, products are grouped together in a positive association, capitalizing on the marketing efforts of the imitated product. Research will be presented indicating why this type of imitation is successful and what actually causes this success.

Contact Bethany Russell if you would like to meet Femke for a one-on one before the event. During the seminar, light lunch will be served.