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Ein Ansatz zur simultanen Messung von Kannibalisierungs-, substitutiven Konkurrenz- und Neukäufereffekten am Beispiel von line extensions

Author

Listed:
  • Hans H. Bauer

    (Universität Mannheim)

  • Marc Fischer

    (McKinsey & Company)

Abstract

Summary The position of line extensions as a product policy option remains unchallenged. Estimates of their share in new product launches in consumer goods markets range from 80 to 95%. A problem that will always be connected with the introduction of a line extension is cannibalization. But not only the extent of cannibalization is important. The sales of each product can be split into the three components, competitive substitution, cannibalization, and primary demand. The authors propose a simple method of decomposing line extension sales. The individual sales components can be measured with least squares techniques which is shown with an empirical study on line extensions in the market for pharmaceuticals.

Suggested Citation

  • Hans H. Bauer & Marc Fischer, 2001. "Ein Ansatz zur simultanen Messung von Kannibalisierungs-, substitutiven Konkurrenz- und Neukäufereffekten am Beispiel von line extensions," Schmalenbach Journal of Business Research, Springer, vol. 53(5), pages 455-477, August.
    • Handle: RePEc:spr:sjobre:v:53:y:2001:i:5:d:10.1007_bf03372655
    DOI: 10.1007/BF03372655
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    References listed on IDEAS

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    More about this item

    Keywords

    C23; C51; C52; H31;
    All these keywords.

    JEL classification:

    • C23 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Models with Panel Data; Spatio-temporal Models
    • C51 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Construction and Estimation
    • C52 - Mathematical and Quantitative Methods - - Econometric Modeling - - - Model Evaluation, Validation, and Selection
    • H31 - Public Economics - - Fiscal Policies and Behavior of Economic Agents - - - Household

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