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A fi rm currently offers a single product within the product category. The product management team is considering the development of a new low-featured and
A fi rm currently offers a single product within the product category. The product
management team is considering the development of a new low-featured and
low-priced offering.
a. Should they expect the new lower-priced product to cannibalize sales from the
existing marketed product?
b. If so, why might the fi rm move forward with the new low-featured and lowpriced
offering?
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