A market entrant often challenges the incumbent using creative imitation: The entrant creatively combines imitated aspects of the original with its own innovative characteristics to create a distinct offering. Using lab and field experiments to examine creative imitation in China, we find the...

This chapter provides guidance about how to publish consumer research based on experiments in the top marketing journals. It stresses the importance of conveying a big picture idea, that is empirically supported, but that makes a fundamental theoretical advance. It describes three pathways to...