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Volume 3, Issue 2
1 February 1986
Journal of Consumer Marketing Cover Image for Volume 3, Issue 2
Review Article| February 01 1986

CANNIBALISM IN MULTIBRAND FIRMS Available to Purchase

Mark B. Traylor
Mark B. Traylor
Associate professor of marketing in the Graduate Business School, James J. Nance College of Business Administration at Cleveland State University
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 2052-1200
Print ISSN: 0736-3761
© MCB UP Limited
1986
Journal of Consumer Marketing (1986) 3 (2): 69–75.
https://doi.org/10.1108/eb008164

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.

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© MCB UP Limited
1986
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