Extending Product Lines to Increase Sales of Original Products

Brittney Dalton, Washington University, USA
Steve Nowlis, Washington University, USA
Line extensions are often considered a threat to preexisting products in the line, as their introduction may cannibalize sales of the original products. In four studies, we demonstrate that introducing highly innovative items to a line actually increases purchase incidence of the original products, reversing the effect of cannibalization.
[ to cite ]:
Brittney Dalton and Steve Nowlis (2014) ,"Extending Product Lines to Increase Sales of Original Products", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 780-780.