Don’t Get Eaten! Understanding and Handling Cannibalization Risk
To minimize the potential loss of market share and profits, it is important to understand factors that drive cannibalization. Key brand variables for cannibalization risk concern how the new product compares in price and quality to existing products. Other relevant variables are the category, the ty...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2018-05-01
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| Series: | GfK Marketing Intelligence Review |
| Subjects: | |
| Online Access: | http://www.degruyter.com/view/j/gfkmir.2018.10.issue-1/gfkmir-2018-0006/gfkmir-2018-0006.xml?format=INT |