Internal canibalization of university brands in the process of enlargement and merger

dc.contributor.author	Novenkova A.
dc.contributor.author	Maklakova N.
dc.date.accessioned	2018-09-18T20:38:06Z
dc.date.available	2018-09-18T20:38:06Z
dc.date.issued	2014
dc.identifier.issn	2039-9340
dc.identifier.uri	https://dspace.kpfu.ru/xmlui/handle/net/141938
dc.description.abstract	This article deals with the phenomenon of cannibalization in marketing as a negative impact of one product's sales on the image of another product of the same entity within the umbrella brand. The brand cannibalization is discussed in the context of internal competition between subdivisions of an merged institution having one scientific orientation. At some point cannibalization might become a strategic management option in the process of restructuring.
dc.relation.ispartofseries	Mediterranean Journal of Social Sciences
dc.subject	Brand cannibalization
dc.subject	Branding
dc.subject	Higher education
dc.subject	Restructuring
dc.subject	Strategy
dc.title	Internal canibalization of university brands in the process of enlargement and merger
dc.type	Article
dc.relation.ispartofseries-issue	12
dc.relation.ispartofseries-volume	5
dc.collection	Публикации сотрудников КФУ
dc.relation.startpage	163
dc.source.id	SCOPUS20399340-2014-5-12-SID84903460578

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Публикации сотрудников КФУ Scopus [24551]
Коллекция содержит публикации сотрудников Казанского федерального (до 2010 года Казанского государственного) университета, проиндексированные в БД Scopus, начиная с 1970г.