Nowadays innovation models are widely used in the strategic management of business activities, however, the use of imitation is becoming more common. Imitation is vital for the survival and prosperity of business and required for effective innovation development. The use of imitation models could substantially decrease manufacturing costs and financial risks which explain the vast possibilities of using this strategy in conditions of commercial uncertainty. Imitation in management, unlike imitation of goods, services and technologies, has not been researched thoroughly. By uniting models of imitation and innovation it is possible to create new ones, which result in the imitation of products, strategies and other processes of another enterprise or the creation of an improved version, applicable to own management style.