According to Theodore Levitt, product innovation is always a more profitable strategy than product imitation.

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Theodore Levitt argued that while innovation can lead to profitability, it is not the only path. He acknowledged that imitation, when executed with improvements in cost, production, or distribution, can also be a highly profitable strategy. Levitt emphasized understanding and meeting consumer needs as the core of profitability, not just innovation for its own sake.

According to Theodore Levitt, Product Innovation Is Always a More