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Is Your New Product Really Boosting our Sales? An Econometric Model to Quantify the Cannibalization Effect


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1 Bangalore, India
     

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As a manufacturer introduces a new product to compete in the market, it is competing with the already existing products of the same manufacturer. Cannibalization is an extremely important concept in marketing – a decrease in sales, revenue or market share of an already existing product of the category due to the introduction of a new product.
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  • Is Your New Product Really Boosting our Sales? An Econometric Model to Quantify the Cannibalization Effect

Abstract Views: 236  |  PDF Views: 1

Authors

Vamse Goutam
Bangalore, India

Abstract


As a manufacturer introduces a new product to compete in the market, it is competing with the already existing products of the same manufacturer. Cannibalization is an extremely important concept in marketing – a decrease in sales, revenue or market share of an already existing product of the category due to the introduction of a new product.