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Instilling a Desire to Learn: The Importance of a Well Designed Course Read chapter Read first chapter

2016 | OriginalPaper | Chapter

Is Proactive Cannibalization a Profitable Strategy? Preliminary Results and Implications for Future Research

Author : Laurent Tournois

Published in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era

Publisher: Springer International Publishing

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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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Metadata
Title
Is Proactive Cannibalization a Profitable Strategy? Preliminary Results and Implications for Future Research
Author
Laurent Tournois
Copyright Year
2016
Book
Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era

Print ISBN: 978-3-319-11814-7

Electronic ISBN: 978-3-319-11815-4

Copyright Year: 2016

DOI
https://doi.org/10.1007/978-3-319-11815-4_255