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

Detalhes bibliográficos
Autor(a) principal: de Oliveira, Bráulio Alexandre Contento
Data de Publicação: 2008
Outros Autores: Mattar, Fauze Najib
Tipo de documento: Artigo
Idioma: por
eng
spa
Título da fonte: RAM. Revista de Administração Mackenzie
Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/53
Resumo: 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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spelling CANNIBALISM AMONGST PRODUCTS: A MULTIPLE CASE STUDY IN THE BRAZILIAN FOOD INDUSTRYCanibalismo entre produtos: um estudo de múltiplos casos na indústria alimentícia brasileiraThe 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.A grande quantidade de novos produtos lançados pelas empresas como condição para serem competitivas pode desencadear a ocorrência de canibalismos. Este artigo tem por objetivo apresentar os resultados de um estudo de múltiplos casos realizado na indústria alimentícia brasileira, que buscou conhecer as conseqüências e as práticas em relação a essa prática. Verificouse que a pressão dos consumidores e da concorrência são fatores que estimulam sua ocorrência; a política de marcas e de novos produtos contribuem para sua ocorrência; e as atividades relativas ao composto de marketing podem ser utilizadas para administrá-lo.PALAVRAS-CHAVE: Canibalismo; Novos produtos; Indústria alimentícia.Editora Mackenzie2008-07-22info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/53Revista de Administração Mackenzie; Vol. 5 No. 1 (2004)Revista de Administração Mackenzie; Vol. 5 Núm. 1 (2004)Revista de Administração Mackenzie (Mackenzie Management Review); v. 5 n. 1 (2004)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/53/53https://editorarevistas.mackenzie.br/index.php/RAM/article/view/53/2022https://editorarevistas.mackenzie.br/index.php/RAM/article/view/53/2024Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessde Oliveira, Bráulio Alexandre ContentoMattar, Fauze Najib2011-01-14T18:56:54Zoai:ojs.editorarevistas.mackenzie.br:article/53Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2011-01-14T18:56:54RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false
dc.title.none.fl_str_mv CANNIBALISM AMONGST PRODUCTS: A MULTIPLE CASE STUDY IN THE BRAZILIAN FOOD INDUSTRY
Canibalismo entre produtos: um estudo de múltiplos casos na indústria alimentícia brasileira
title CANNIBALISM AMONGST PRODUCTS: A MULTIPLE CASE STUDY IN THE BRAZILIAN FOOD INDUSTRY
spellingShingle CANNIBALISM AMONGST PRODUCTS: A MULTIPLE CASE STUDY IN THE BRAZILIAN FOOD INDUSTRY
de Oliveira, Bráulio Alexandre Contento
title_short CANNIBALISM AMONGST PRODUCTS: A MULTIPLE CASE STUDY IN THE BRAZILIAN FOOD INDUSTRY
title_full CANNIBALISM AMONGST PRODUCTS: A MULTIPLE CASE STUDY IN THE BRAZILIAN FOOD INDUSTRY
title_fullStr CANNIBALISM AMONGST PRODUCTS: A MULTIPLE CASE STUDY IN THE BRAZILIAN FOOD INDUSTRY
title_full_unstemmed CANNIBALISM AMONGST PRODUCTS: A MULTIPLE CASE STUDY IN THE BRAZILIAN FOOD INDUSTRY
title_sort CANNIBALISM AMONGST PRODUCTS: A MULTIPLE CASE STUDY IN THE BRAZILIAN FOOD INDUSTRY
author de Oliveira, Bráulio Alexandre Contento
author_facet de Oliveira, Bráulio Alexandre Contento
Mattar, Fauze Najib
author_role author
author2 Mattar, Fauze Najib
author2_role author
dc.contributor.author.fl_str_mv de Oliveira, Bráulio Alexandre Contento
Mattar, Fauze Najib
description 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.
publishDate 2008
dc.date.none.fl_str_mv 2008-07-22
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/53
url https://editorarevistas.mackenzie.br/index.php/RAM/article/view/53
dc.language.iso.fl_str_mv por
eng
spa
language por
eng
spa
dc.relation.none.fl_str_mv https://editorarevistas.mackenzie.br/index.php/RAM/article/view/53/53
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/53/2022
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/53/2024
dc.rights.driver.fl_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2015 Revista de Administração Mackenzie
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/pdf
dc.publisher.none.fl_str_mv Editora Mackenzie
publisher.none.fl_str_mv Editora Mackenzie
dc.source.none.fl_str_mv Revista de Administração Mackenzie; Vol. 5 No. 1 (2004)
Revista de Administração Mackenzie; Vol. 5 Núm. 1 (2004)
Revista de Administração Mackenzie (Mackenzie Management Review); v. 5 n. 1 (2004)
1678-6971
1518-6776
reponame:RAM. Revista de Administração Mackenzie
instname:Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron:MACKENZIE
instname_str Universidade Presbiteriana Mackenzie (MACKENZIE)
instacron_str MACKENZIE
institution MACKENZIE
reponame_str RAM. Revista de Administração Mackenzie
collection RAM. Revista de Administração Mackenzie
repository.name.fl_str_mv RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)
repository.mail.fl_str_mv revista.adm@mackenzie.br
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