Abstract
Whether it is between products within the same branded product line (see Seitz 2012), between different branded product lines/inter brands (within the same portfolio) (see Financial Express 2010) or different product categories under the phenomenon of convergence (see Worthen and Sherr 2012) or from offline to online (see Nuttall 2008), fear of cannibalization is high among marketing managers especially in changing market conditions.
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Tournois, L. (2016). Is Proactive Cannibalization a Profitable Strategy? Preliminary Results and Implications for Future Research. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_255
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DOI: https://doi.org/10.1007/978-3-319-11815-4_255
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
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