“…Corporate strategy often focuses on new product development and launch as the key to sustained sound financial performance (Klepper 1996;Shapiro 2006). Thinking as to how new product launches may cannibalize existing product offerings may change the strategy from an avoidance to an achievement goal (Ghemawat 1991;Mashey 2009). Intel, for example, launches new computer chips with the goal of cannibalizing their existing offerings before a competitor can (Golda and Philippi 2007;Mutschler 2008).…”
“…Corporate strategy often focuses on new product development and launch as the key to sustained sound financial performance (Klepper 1996;Shapiro 2006). Thinking as to how new product launches may cannibalize existing product offerings may change the strategy from an avoidance to an achievement goal (Ghemawat 1991;Mashey 2009). Intel, for example, launches new computer chips with the goal of cannibalizing their existing offerings before a competitor can (Golda and Philippi 2007;Mutschler 2008).…”
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