Identifying the Effects of Cannibalization on the Product Portfolio

Abstract

Purpose - the need for studying the effects of cannibalization and its importance has been established in the literature, especially, since an assessment of the expected cannibalization effect of a new product can help in deciding on suitable times for new product introduction and promotions. However, quantitative measures that can be easily monitored and interpreted are not commonly available. Design/methodology/approach - This study uses parametric measures to help identify and investigate the effects of cannibalization. It proposes a predictive framework that may be used to investigate the effects of cannibalization. a case study, with real data from a consumer beverage company, illustrates the practical applicability of the model. Findings - the parametric measures developed helped to identify the level of product cannibalization at the product, product group, family and brand levels in the portfolio. Originality/value - Marketing strategists who can identify the victims of cannibalization in the product portfolio will be better prepared for the effects of cannibalization. © Emerald Group Publishing Limited.

Department(s)

Engineering Management and Systems Engineering

Keywords and Phrases

Market share; Product development; Product management; Product mix

International Standard Serial Number (ISSN)

0263-4503

Document Type

Article - Journal

Document Version

Citation

File Type

text

Language(s)

English

Rights

© 2024 Emerald, All rights reserved.

Publication Date

12 Jul 2005

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