CANNIBALISM IN MULTIBRAND FIRMS

Abstract

Although cannibalism is seldom desirable, it can be tolerated under certain conditions. This paper illustrates those conditions and shows that cannibalism may not be so bad after all.

Citation

Traylor, M.B. (1986), "CANNIBALISM IN MULTIBRAND FIRMS", Journal of Consumer Marketing, Vol. 3 No. 2, pp. 69-75. https://doi.org/10.1108/eb008164