The measurement of cannibalization

Notes that the risk of cannibalization is a very real threat for many new product launches and that the risk becomes even more significant if the new product is launched under the same brand name as an existing product. Points out that, since line extension is by far the most common branding strateg...

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Bibliographic Details
Published in:The journal of product & brand management 1997-02, Vol.6 (1), p.27-39
Main Authors: Lomax, Wendy, Hammond, Kathy, East, Robert, Clemente, Maria
Format: Article
Language:English
Subjects:
Brand extensions
Brand image
Brand names
Brands
Business schools
Competition
Consumers
Detergent manufacturers
Detergents
Market strategy
New product development
Packaged goods
Product introduction
Purchasing
Risk
Online Access:Get full text
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