Measuring reverse cannibalization: Strategic implications for category and product line management
An increase in competition and broader product lines has resulted in cannibalization of product categories. This waste of marketing resources concerns both manufacturers and retailers and has drawn the attention of marketers to the need for effective category management. One strategy to consolidate...
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| Language: | ENG |
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ScholarWorks@UMass Amherst
1997
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| Online Access: | https://scholarworks.umass.edu/dissertations/AAI9721464 |