Conceptualizing Cannibalization: The Case of Tourist Companies

Abstract

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