Conceptualizing Cannibalization: The Case of Tourist Companies
S Ivanov, YEARBOOK OF INTERNATIONAL UNIVERSITY COLLEGE, pp. 20-36, 2007
39 Pages Posted: 4 Nov 2008
Date Written: November 2, 2008
Cannibalization is an economic phenomenon which has attracted the attention of researchers in recent years. In current paper we present a conceptual framework for analyzing cannibalization - its types and sources. Seven types of cannibalization are identified - product, customer base, distribution channel, corporate, intra-firm, resource and image cannibalization. We also discuss different techniques which can help companies avoid and fight cannibalization.
Keywords: cannibalization, image, product, tourism, marketing strategy
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