CANNIBALISM AMONGST PRODUCTS: A MULTIPLE CASE STUDY IN THE BRAZILIAN FOOD INDUSTRY

Authors

  • Bráulio Alexandre Contento de Oliveira Universidade de São Paulo
  • Fauze Najib Mattar Universidade de São Paulo

Abstract

The great number of new products launched by companies in order to be competitive can lead to cannibalism. This paper aims at presenting the results of a research related to the consequences and to the practices of cannibalism within eleven Brazilian food industry. The research illustrate the following results: customers and competition are factors that stimulate the occurrence of cannibalism; brands and new products policies contribute to occurrence of cannibalism; and the marketing mix components can be used to handle the cannibalism.

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Author Biographies

Bráulio Alexandre Contento de Oliveira, Universidade de São Paulo

Doutorando em Administração na FEA/USP.

Fauze Najib Mattar, Universidade de São Paulo

Bacharel, mestre, doutor e livre-docente em Administração pela FEA/USP. Professor da FEA/USP. Coordenador de projetos da Fundação Instituto de Administração. Professor visitante da University of Massachusetts, College of Management, Marketing Department.

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Published

2008-07-22

Issue

Vol. 5 No. 1 (2004)

Section

Presentation

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