Numerous studies challenge the ultimately advantageous position of innovators and indicate that imitation, in the whole spectrum of its diverse forms, generates a considerable potential for enhancing the competitiveness of the followers and shaping the path for effective surpassing the innovators. The emerging literature suggest strategic integration of innovative and imitative practices in order to achieve above average profits. Therefore, in this article imitation is considered on par with innovation as an alternative strategic option for successful business performance. The article presents the fundamental conditions affecting the managerial decision on the model of value creation for particular project or its modules.