# Product cannibalisation: what it is and how it works
> Cannibalisation occurs when an offering takes sales that previously went to another product or service from the same company.
URL: https://www.zorraquino.com/en/dictionary/branding/cannibalization.html

# Product cannibalisation

Cannibalisation occurs when an offering takes sales that previously went to another product or service from the same company

What it means, how it is used and where it comes up, with its related concepts.

[The whole glossary](https://www.zorraquino.com/en/dictionary)

## What it is and how it works

It can be an unwanted effect or a deliberate decision to renew the business. Assessing it requires looking at incremental sales, margins and the acquisition of new customers. An internal transfer of sales does not necessarily mean a loss of value for the company.

Also known as

Cannibalisation

Topics

[Brand and branding](https://www.zorraquino.com/en/dictionary/category/marca-y-branding)

## Related concepts

- [Brand value](https://www.zorraquino.com/en/dictionary/branding/brand-value.html)
- [Perceived value](https://www.zorraquino.com/en/dictionary/branding/perceived-value.html)
- [Employee value proposition](https://www.zorraquino.com/en/dictionary/employee-value-proposition)