cannibalization

In marketing, cannibalization is the decreased demand for an existing product that occurs when its vendor releases a new and similar product.

In marketing, cannibalization is the decreased demand for an existing product that occurs when its vendor releases a new and similar product. For example, when Hewlett-Packard puts out a new printer, they realize that older printers will suffer some erosion of sales or market share; that erosion is referred to as cannibalization.

Marketing borrows this term from hardware, where its meaning is similar to the original one, in which a person or animal eats the flesh of another member of its species. In hardware, cannibalization is removing a part from one machine (for example, an airplane, a car, or a computer) to replace a bad part in another machine. Typically, the part removed is functioning, the system it's removed from is not, and the part's addition will contribute to the functioning of the newly refurbished system.

This was first published in March 2007

Continue Reading About cannibalization

Glossary

'cannibalization' is part of the:

View All Definitions

Dig deeper on Marketing management and strategy

Pro+

Features

Enjoy the benefits of Pro+ membership, learn more and join.

0 comments

Oldest 

Forgot Password?

No problem! Submit your e-mail address below. We'll send you an email containing your password.

Your password has been sent to:

-ADS BY GOOGLE

File Extensions and File Formats

Powered by:

SearchBusinessAnalytics

SearchDataManagement

SearchSAP

SearchOracle

SearchAWS

SearchContentManagement

Close