Browsing by Author "Srinivasan, Shuba"

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  • Estimating cannibalization rates for pioneering innovations

    van Heerde, Harald J.; Srinivasan, Shuba; Dekimpe, Marnik G. (INFORMS, 2010)
    To evaluate the success of a new product, managers need to determine how much of its new demand is due to cannibalizing the firm’s other products, rather than drawing from competition or generating primary demand. We ...

Shuba Srinivasan has 2 co-authors in Research Commons.