The measurement of cannibalization¶
Lomax, W. (1996). The measurement of cannibalization. Marketing Intelligence & Planning, 14(7), 20-28.
Cited by¶
1 citation across 1 artifact.
Each citation links to the sentence it supports in the citing article.
Domain-specific¶
- Sales cannibalization
- The relation is causal: a decline at an existing unit alone does not show which other unit, if any, caused it.
This sourceIt describes consumer panel data for three detergent line extensions in UK and German markets and reports cannibalization of their parent brands by all three. Full article was not accessible here; no individual brand names or rates are asserted.
- The relation is causal: a decline at an existing unit alone does not show which other unit, if any, caused it.
Verification¶
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Does it back the claim? Not recorded. The single citation of this work carries no recorded support check.
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Registry ID ref:a18a89f45c89 · see in the full table