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)
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