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Keywords: Cannibalization
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Case Studies
Case Provider:
Kellogg School of Management Cases
Kellogg School of Management 1–4.
Published: 20 January 2017
... for positioning a new cricket bat in India. Both strategies would cannibalize current sales, and Lulu Popplewell, category manager responsible for the Indian market, needed to calculate the financial impact of both to determine which one she would recommend. This exercise poses a fictional problem about branding...
