![]() ![]() Customers : Successful products all start with clear customer needs and target customer segments. To overcome common cannibalization fears, I advise using what I call the 3 Cs of Cannibalization.ģ Cs of Cannibalization: Customers, Complementary, Christensen. That’s why it is important to scope, position, and launch new product innovations in a way that does not mistakenly cannibalize existing revenue streams. Ultimately, if we don’t risk disrupting our own products and services, someone else will. It is a legitimate concern, but the right framework and strategy can help companies stay competitive and turn potential threats into opportunities. Total or partial cannibalization can occur when a new product moves customers away from current service offerings or product lines. So many executives get caught up in the fear that new products will detract, or worse destroy, their existing business. “I don't want this new product to eat away at my existing business.”
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