Ein Ansatz zur simultanen Messung von Kannibalisierungs-, substitutiven Konkurrenz- und Neukäufereffekten am Beispiel von line extensions

Hans H. Bauer and Marc Fischer ()
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Hans H. Bauer: Universität Mannheim
Marc Fischer: McKinsey & Company

Schmalenbach Journal of Business Research, 2001, vol. 53, issue 5, 455-477

Abstract: Summary The position of line extensions as a product policy option remains unchallenged. Estimates of their share in new product launches in consumer goods markets range from 80 to 95%. A problem that will always be connected with the introduction of a line extension is cannibalization. But not only the extent of cannibalization is important. The sales of each product can be split into the three components, competitive substitution, cannibalization, and primary demand. The authors propose a simple method of decomposing line extension sales. The individual sales components can be measured with least squares techniques which is shown with an empirical study on line extensions in the market for pharmaceuticals.

Keywords: C23; C51; C52; H31 (search for similar items in EconPapers)
Date: 2001
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DOI: 10.1007/BF03372655

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