Kookaburra Cricket Bats: Dealing with Cannibalization

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017


After completing the exercise, students should be able to:

  • Calculate the impact of cannibalization on units and profit for a new product launch

  • Determine break-even cannibalization rates

  • Understand how different branding decisions may impact the degree of cannibalization they should expect from a new product launch



Hennessy, J. (2017), "Kookaburra Cricket Bats: Dealing with Cannibalization", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000177

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