The role of brand prices in contributing to product cannibalization is examined. Price elasticities and reference price theory are used to provide a theoretical foundation and empirical test for the impact of a firm's cheap brand on one of its expensive brands. Results are consistent with the...

A necessary precursor to strategic choice is the selection of a strategic choice evaluation method -- metachoice. Unfortunately, managers are unlikely to find much guidance on how to conduct metachoice analysis in the strategy literature. In light of this problem, a template is presented based...