Just a thought.... as part of that analysis, I'd include a comparison of contribution margins.
That helps us to know if we're better off with after cannibalization.
But to your question, a few thoughts:
1) you have to look at these products as competitors. The one that helps their customer to accomplish their JTBD best will win
2) Again, know the margin story
3) The quant way to attack the problem is with a conjoint study (though, this is expensive and even so, has limitations)
4) ... however.... you could get faster (and cheaper) results with a healthy round of qualitative interviews with customers
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William Burleson
The AIM Institute
Pittsboro NC
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Original Message:
Sent: 12-13-2019 14:58
From: Vinoth Chandran
Subject: Vitality index
Hello,
I am looking to information/material to understand how cannibalization that a new product creates ties into measuring its vitality index for the organization. if any one has any information, pl let me know
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Vinoth Chandran
Sr. Director Product development/PMO
Woodstream Corporation
Lititz PA
7176262125
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