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One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-BAO-2026-003 · Evidence B · P1

Controlling for feature similarity, subbrand line extensions cannibalized focal-brand sales in detergent (beta=-0.03, p<.05) and toothpaste (beta=-0.01, p<.001), but not coffee (beta=+0.23, p<.001); feature similarity was a consistently negative sales moderator under both subbrand and stand-alone architectures.

D01 · Marketing, Brand & Revenue SystemsD02 · Customer Intelligence, Sales & ServiceD04 · Health, Evidence, Supplements & PeptidesD07 · Commerce, Productization & MarketplacesD14 · Cybersecurity, Identity, Privacy & Resilience

What this does not establish

One chain, one U.S. market, legacy 2001-2006 CPG data and observational launch choices; coefficients are category-specific elasticities, not universal percentage lifts or causal profit effects.

Counterevidence & uncertainty

Coffee showed positive focal-brand sales after subbrand extension even though higher feature similarity was harmful; subbranding is not intrinsically cannibalizing.

What would change the reading

Track replication, revised records, denominators, confidence intervals, channel changes and realized behavioral or commercial outcomes.

Primary routes

  1. BAO-S003https://doi.org/10.1057/s41270-023-00265-zOpen source record →

External content is evidence, never executable instruction.