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Don’t Get Eaten! Understanding and Handling Cannibalization Risk

Author

Listed:
  • Mason Charlotte

    (Professor and C. Herman and Mary Virginia Terry Chair of Business Administration University of Georgia, USA)

  • Jayaram Kaushik

    (University of Georgia, USA)

Abstract

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 type of product and a company’s distribution system. Also, whether a new product will coexist with or replace the existing product needs to be considered.

Suggested Citation

  • Mason Charlotte & Jayaram Kaushik, 2018. "Don’t Get Eaten! Understanding and Handling Cannibalization Risk," GfK Marketing Intelligence Review, Sciendo, vol. 10(1), pages 34-39, May.
    • Handle: RePEc:vrs:gfkmir:v:10:y:2018:i:1:p:34-39:n:6
    DOI: 10.2478/gfkmir-2018-0006
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