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Investments glossary

Market Cannibalization


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(W)e need to ensure our national drug policy reflects the increase of drugs crossing the U.S.-Mexico border, we also need to equip our drug and law enforcement officers with the resources they need to fight back against this epidemic.

— Shelley Moore Capito

Market cannibalization is a loss in sales caused by a company’s introduction of a new product that displaces one of its own older products. The cannibalization of existing products leads to no increase in the company’s market share despite sales growth for the new product. Market cannibalization can occur when a new product is similar to an existing product, and both share the same customer base. Cannibalization can also occur when a chain store or fast food outlet lose customers due to another store of the same brand opening nearby.


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