Concepedia

Brand Cannibalization

Brand Cannibalization is a phenomenon in brand portfolio management wherein a new product or brand offering within the same company’s portfolio captures market share predominantly from an existing product or brand, thereby reducing its sales or profitability without achieving a corresponding increase in overall market share.

34

Publications

2.1K

Citations

62

Authors

44

Institutions

Publications per year

2017–2026

10

Variants

Brand Cannibalisation

Parents

Publications

34

The hero and the outlaw: building extraordinary brands through the power of archetypes

Choice Reviews Online · 2001 · 293 citations

, , +10

The Effects of Free Sample Promotions on Incremental Brand Sales

Kapil Bawa, Robert Shoemaker · Marketing Science · 2004 · 279 citations

, , +17

Commonality in product design: Cost saving, valuation change and cannibalization

Kilsun Kim, Dilip Chhajed · European Journal of Operational Research · 2000 · 217 citations

, , +14

An approach for identifying cannibalization within product line extensions and multi-brand strategies

Charlotte H. Mason, George R. Milne · Journal of Business Research · 1994 · 148 citations

, , +14

Making the Cut: Modeling and Analyzing Choice Set Restriction in Scanner Panel Data

S. Siddarth, Randolph E. Bucklin, Donald G. Morrison · Journal of Marketing Research · 1995 · 124 citations

, , +17

1–5 of 34

Authors

62

  1. VR
    Vinay Ramani

    Indian Institute of Technology Kanpur, India

    2 publications · 103 citations

    2

    h-index

  2. PD
    Pietro De Giovanni

    Libera Università Internazionale degli Studi Sociali Guido Carli, Italy

    2 publications · 103 citations

    2

    h-index

  3. JD
    John Dawes

    University of South Australia, Australia

    2 publications · 59 citations

    2

    h-index

  4. SS
    S. Siddarth

    University of Southern California, United States

    2 publications · 180 citations

    2

    h-index

  5. DG
    Donald G. Morrison

    Columbia University, United States

    2 publications · 180 citations

    2

    h-index

1–5 of 62

Institutions

44

  1. Tilburg University

    Tilburg, The Netherlands

    5 h-index

    6 publications

    263 citations

  2. University of South Australia

    Adelaide, Australia

    3 h-index

    3 publications

    95 citations

  3. New York University

    New York, United States

    2 h-index

    2 publications

    301 citations

  4. Boston University

    Boston, United States

    2 h-index

    2 publications

    87 citations

  5. École Supérieure des Sciences Économiques et Commerciales

    Cergy, France

    2 h-index

    2 publications

    103 citations

  6. Carnegie Mellon University

    Pittsburgh, United States

    2 h-index

    4 publications

    82 citations

  7. University of California, Santa Barbara

    Santa Barbara, United States

    1 h-index

    1 publications

    16 citations

  8. University of Bergamo

    Bergamo, Italy

    1 h-index

    1 publications

    18 citations

1–8 of 44

Venues

  1. Journal of Marketing Research

    3 publications · 202 citations

    3

    h-index

  2. Marketing Intelligence & Planning

    2 publications · 90 citations

    2

    h-index

  3. European Journal of Operational Research

    2 publications · 277 citations

    2

    h-index

  4. Marketing Science

    2 publications · 344 citations

    2

    h-index

  5. Annals of Tourism Research

    1 publications · 36 citations

    1

    h-index

1–5