Nijssen, Edwin J. - In: European Journal of Marketing 33 (1999) 5/6, pp. 450-474
extensions’ key success factors. In this study three market‐related factors’ impact on line extension success were investigated … very little added value over existing products, and that cannibalization is very much related to a line extension’s success … seeking behavior all had a negative influence on line extension success. Dominant brands were hurt more by variety seeking …