The optimal launch schedule for two new cannibalistic durables: A diffusion theory approach

This study presents the optimal timing framework for the seller who is going to launch two cannibalistic durables and commits the information of the products before he launches them. We find that the seller should adopt an appropriate introduction strategy in considering the unit profitabilities of his products. The product that is more profitable per unit should be launched first, and the less profitable in unit the other product is, the later the seller should launch it. Besides, cannibalization has shown to be of no concern for the introduction sequence of the products, but there is a positive relation between the cannibalization possibility and the launch timing of the product released later. The scale of the seller's announcement and the attitude of customers in information acquisition will also influence the launching schedule.