Certainly, companies fear cannibalization ; they used to see it as a true nightmare: A risky move that can impact branding , supply chain ,  inventory , and sales — an arrow  to the profit . Nobody wants their products to be eaten away by their own business. However, in some cases, market cannibalization  represents a best-case scenario.  As Steve Jobs  asserted in one of his speeches: “ If you don’t cannibalize yourself, someone else will”. To avoid the PAC-MAC effect , exam