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CANNIBALISM IN MULTIBRAND FIRMS

Mark B. Traylor (Associate professor of marketing in the Graduate Business School, James J. Nance College of Business Administration at Cleveland State University)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1986

871

Abstract

Although cannibalism is seldom desirable, it can be tolerated under certain conditions. This paper illustrates those conditions and shows that cannibalism may not be so bad after all.

Citation

Traylor, M.B. (1986), "CANNIBALISM IN MULTIBRAND FIRMS", Journal of Consumer Marketing, Vol. 3 No. 2, pp. 69-75. https://doi.org/10.1108/eb008164

Publisher

:

MCB UP Ltd

Copyright © 1986, MCB UP Limited

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