When done well, copycatting is about adjusting to local markets and learning what the first generation did right and wrong.

FORBES: MakeMyTrip, India's E-Commerce Darling, Changes Course and Stretches Out

These goals might involve rewarding people for trying to attack new markets and learning from the resulting successes and failures.

FORBES: IDEO Helps Big Companies Learn From Start-ups

Today, with 17, 000 customers throughout Europe, the company is expanding to new markets and learning to be German, French and Spanish.

CNN: Text alerts: Cutting costs, and saving lives